Search

International audience; Although more and more luxury goods brands are expanding in the services sector, very little research has yet focused on these strategies of development. Given the risks associated, the aims of this article are (1) to define the specificities of product-service extensions and (2) to analyze the internal legitimacy of luxury brands to be launched in the services through the analysis of the BEP (Brand Extension Potential). The BEP defines where and how far a brand can be extended according to their emitted discourses and more specifically according to the openness of their brand contracts (delimitation, determination, mastery). A semiotic analysis has been conducted on four luxury goods brands (Armani, Baccarat, Bulgari, Cheval Blanc) that have expanded in hospitality. It is revealed that the BEP to services depends on the openness of the delimitation and mastery contracts. The results are confronted with the current situations of the brands studied as well as the opinions of luxury consumers. Managerial implications are deduced.; Alors que de plus en plus de marques de produits de luxe s'étendent dans le secteur des services, très peu de recherches se sont intéressées à ces stratégies de développement. Face aux risques qui y sont associés, les objectifs de cet article sont (1) de définir les spécificités des extensions produit-service et (2) d'analyser la légitimité interne des marques de luxe à se lancer dans les services à travers l'analyse du PEM (Potentiel d'Extension des Marques). Le PEM définit vers où et jusqu'où les marques peuvent s'étendre en fonction de leur discours émis et plus précisément en fonction de l'ouverture de leurs contrats de marques (délimitation, détermination, maîtrise). Une analyse sémiotique a été menée sur quatre marques de produits de luxe (Armani, Baccarat, Bulgari, Cheval Blanc) qui se sont étendues dans l'hôtellerie. Les résultats montrent que le PEM vers les services dépend de l'ouverture des contrats de maîtrise et de délimitation des marques. Les résultats sont confrontés aux situations à dates des marques étudiées ainsi qu'aux avis de consommateurs de luxe. Des implications managériales en sont déduites.

Purpose – The purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand’s identity and the introduction of brand extensions, starting from the premise that brands must be managed in a consistent way over time, but also need to be expanded. The second aim of this article is to introduce a specific methodology for studying the development of brands with a long-term approach. Design/methodology/approach – The concepts of assimilation and accommodation as defined by Piaget (1983) provide an in-depth understanding of how and why brands evolve. This article is based on a multiple case study approach. Four luxury brands were studied longitudinally. Brand chronologies were drawn and images of brand communications and brand extensions were gathered. Structural semiotic analysis was then used to highlight the different processes of brand development. In addition, qualitative interviews with two experts were conducted. Findings – Hermès and Louis Vuitton develop their brands according to the assimilation model. Gucci and Dolce & Gabbana follow the accommodation model. There is a link between the brand’s identity type (symbolic/functional) and the model used for brand development. A detailed analysis of each model is presented highlighting the main features. Research limitations/implications – To reinforce the distinction between the two models of brand development, it would be interesting to look at other brands. The choice of these brands depends on their country of origin and their age. Originality/value – The main contributions of this paper are the dynamic and longitudinal analyses of brand development and the introduction of the assimilation and accommodation concepts. The use of semiotics constitutes another original feature of this research.

International audience