Brand corrosion: mass‐marketing's threat to luxury automobile brands after merger and acquisition

Abstract

Purpose

The purpose of this research is to explore the practical implications of brand management decisions, particularly those involving the combination of luxury and mass‐market brands within the same organization through merger or acquisition. The aim of the paper is to expand brand theory by linking it to administrative heritage in the context of the increasingly integrated global automobile industry.

Design/methodology/approach

Integrated case studies of Jaguar, Mercedes‐Benz, and Saab illustrate the effects of brand extension and dilution through the lenses of brand development, luxury brands, and administrative heritage theories. The recent history of acquisitions and mergers involving luxury automobile brands provides background to the in‐depth examination of these three specific instances. Conclusions are reached by comparing and contrasting the experiences of these firms relative to their mass‐market siblings.

Findings

The blending of luxury and mass‐market automobile brands in one corporate portfolio engages advantages of scale and scope economies, but induces potentially fatal brand corrosion. Consumer perceptions of luxury brands are influenced by the degree of commonality with the associated mass‐market brands, independent of whether the luxury brand or the mass‐market brand is the dominant corporate vehicle.

Originality/value

The paper provides insights useful to practitioners as well as academic researchers. The novel juxtapositioning of the concepts of luxury brands, administrative heritage, and global strategic management through mergers/acquisitions demonstrates the unintended consequences of complex interactions in a dynamic industry. The paper concludes with suggestions for further research.

Citation

Štrach, P. and Everett, A.M. (2006), "Brand corrosion: mass‐marketing's threat to luxury automobile brands after merger and acquisition", Journal of Product & Brand Management, Vol. 15 No. 2, pp. 106-120. https://doi.org/10.1108/10610420610658947