The ‘Brand Origin’ Dilemma

Book chapter

Open access

Glyn Atwal and Klaus Heine

Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies

Kogan Page

03/01/2023

Abstract

Luxury branding

Brand culture

Brand origin

Brand identity

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Title: The ‘Brand Origin’ Dilemma
Creators: Glyn Atwal (Author)
Klaus Heine (Author)
Contributors: Eleonora Cattaneo (Editor)
Publication Details: Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies
Publisher: Kogan Page; London
Identifiers: 9918001809453
Academic Unit: Lifestyle; Department of Marketing
Language: English
Resource Type: Book chapter
Local Fields: 718372