Increasing Brand Accessibility Without Compromising Brand Identity

Abstract: This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. Within this paper case studies of collaborations and alternative product offerings by premium brands will be analysed. There is a research gap surrounding the enhanced accessibility of premium brands and what it has to offer firms. Existing research is centered around brand accessibility through brand extensions as opposed to brand accessibility through collaboration and product offerings.