How to Create a Better Brand Extension for Luxury Travel Consumers
Photo Credit: Bulgari toiletries at the luxury property Magnolia Hotel Salou in Spain. Magnolia Hoel Salou
Skift Take
Is affordable luxury an oxymoron? Do luxury products risk diluting their images by brand extensions? We speak with a global branding expert about the underpinnings of luxury brands.
In Skift’s continuing quest to define “New Luxury,” we are seeking out experts in the high-end brand domain. Today, we speak with Rebecca Robins, Global Director for Interbrand and co-author of Meta-Luxury: Brands and the Culture of Excellence.
Interbrand is a global brand consultancy, part of the Omnicom Group Inc. network of agencies. It specializes in areas such as brand strategy, analytics, brand valuation, corporate design, digital brand management and more. It even creates names for products. If Prozac, Viagra, and Bing ring a bell, thank Interbrand.
First, tell us more about Interbrand.
Rebecca Robins: When it was founded in 1974, Interbrand was the world’s fir
