Correspondence: Kevin Lane Keller, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, New Hampshire 03755-9011, USA. E-mail: Kevin.L.Keller@tuck.dartmouth.edu

¹is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller's academic resume includes degrees from Cornell, Duke and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford and UNC. Over the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble and Starbucks. His textbook, Strategic Brand Management, in its 3rd edition, has been adopted at top business schools and leading firms around the world, and has been heralded as the 'bible of branding.' He is also the co-author, with Philip Kotler, of the all-time best selling introductory MBA marketing textbook Marketing Management, now in its 13th edition.

Received 14 April 2008; Revised 14 April 2008; Published online 23 January 2009.

Abstract

After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth trade-offs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.