Anais
Resumo do trabalho
Marketing · Marcas
Título
Brand Architecture and Financial Performance in Global Luxury Conglomerates: A Longitudinal Analysis of LVMH, Kering, and Richemont (2014–2023)
Palavras-chave
Brand Architecture
Luxury Conglomerates
Financial Performance
Autores
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Andressa SchneiderEscola Superior de Propaganda e Marketing (ESPM)
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Suzane StrehlauEscola Superior de Propaganda e Marketing (ESPM)
Resumo
Introdução
The luxury industry has experienced rapid growth, driven by strategic M&A, expanding brand portfolios, and new market strategies. This study analyzes LVMH, Kering, and Richemont (2014–2023) to understand how brand architecture influences financial performance and resilience in global luxury conglomerates.
Problema de Pesquisa e Objetivo
There is a lack of longitudinal empirical studies connecting brand architecture to financial performance in global luxury conglomerates. This research aims to address this gap by analyzing how strategic brand decisions impact the performance and resilience of LVMH, Kering, and Richemont over a ten-year period (2014–2023).
Fundamentação Teórica
This study is guided by brand architecture models (Aaker, 1996; Keller, 2013), focusing on the organization of brand portfolios and the balance between growth and consistency. The framework considers the challenges of managing multiple brands and adapting to digital transformation in the luxury sector.
Metodologia
A longitudinal quantitative-qualitative approach was adopted, analyzing 30 annual reports (2014–2023) from LVMH, Kering, and Richemont. Data extraction combined automated processing with manual validation to ensure accuracy.
Análise dos Resultados
Findings show that LVMH’s decentralized architecture supports growth and resilience, Kering’s dependence on a leading brand limits flexibility, and Richemont’s niche focus sustains margins but restricts innovation and diversification.
Conclusão
Brand architecture decisions significantly influence the financial performance and resilience of luxury conglomerates. Decentralized models, as seen in LVMH, provide competitive advantages, while concentrated portfolios are more exposed to volatility.
Contribuição / Impacto
This study fills a gap in luxury marketing research by empirically linking brand architecture to economic performance, offering insights for strategic management in global luxury conglomerates.
Referências Bibliográficas
Key references include Aaker (1996), Keller (2013), Kapferer (2012), and recent studies on luxury marketing and brand strategy, supporting the theoretical and empirical framework of this research.