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The Model in Action

In: Lifestyle Brands

Author

Listed:
  • Stefania Saviolo
  • Antonio Marazza

Abstract

In selecting some specific cases to illustrate this model we came across Authority Brands such as Loro Piana, Cult Brands such as Ferrari and Ducati, and Iconic Brands such as Tiffany and Chanel. We found brands that used to be an Authority, Icon or Cult but have gradually shifted to something else, sometimes becoming Solution Brands, such as Timberland and Lacoste, at the price perhaps of a certain dilution of the original idea in order to cover a larger number of categories. We also found some brands that had been legendary for someone or somewhere in the world but today have simply disappeared.

Suggested Citation

  • Stefania Saviolo & Antonio Marazza, 2013. "The Model in Action," Palgrave Macmillan Books, in: Lifestyle Brands, chapter 5, pages 88-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28593-5_6
    DOI: 10.1057/9781137285935_6
    as

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