While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous...

This paper conceptualises ‘knowledge exchange’ as the invention of new practices with reference to cultures of openness, a fluid relationality, boundary play and other tactical and strategic ‘space-acts’ (de Certeau 1984). The subject of the paper is the Centre for Creative and Cultural...

The objective of this study is to examine the future of the UK design industry. It aims to identify challenges and opportunities facing the UK design industry over the next decade and to develop a framework to signpost and support change. The project focuses on the UK design consultancy sector,...

Consumer perception of product value is central to all stages of the process of bringing products to markets, from design and manufacture to distribution and retail. As a result, product strategy needs to respect customer needs in order to achieve or retain competitive advantage in providing...

Sponsorship and cultural patronage has often been associated with a company’s non-business or philanthropic plans. They have always been treated as separate practices from the core activities of any particular business and have not been analysed from a business perspective. Although some...

This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in...