# Co-Branding: Strategies for Smart Luxury Products
> Rismawati R.

URL kanonis: https://discover.unhas.ac.id/publications/co-branding-strategies-for-smart-luxury-products
Jurnal / Konferensi: Co Branding Strategies for Smart Luxury Products
Tahun terbit: 2025
DOI: https://doi.org/10.4018/979-8-3373-3010-5.ch001
Citations: 1

## Authors
- Rismawati R.

## Abstract
Co-branding in the luxury sector has markedly progressed through the incorporation of smart technology, allowing businesses to augment exclusivity while fulfilling the demands of contemporary consumers. This research examines the strategic execution of co-branding in smart luxury products, emphasizing critical elements such as brand compatibility, market positioning, and consumer perception. The research examines successful and unsuccessful collaborations to elucidate the influence of AI, blockchain, and the metaverse on the future of luxury branding. Furthermore, it analyzes marketing and distribution tactics, encompassing omnichannel experiences, scarcity marketing, and experiential retail, to maintain brand equity and consumer engagement. The results indicate that an effectively implemented co-branding approach can produce a harmonious fusion of innovation and prestige, guaranteeing sustained success in the competitive luxury sector.

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Sumber: Discover Unhas — RIMS Universitas Hasanuddin.
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