This paper examines the phenomenon of co-branding in the context of luxury lifestyle co-brands. Specifically, it seeks to understand the viability of co-branding as a market strategy for prototypical luxury brands launching co-branded lifestyle products with other luxury brands. This study contributes to the co-branding literature by providing a perspective on the use of co-branding as a brand strategy for prototypical luxury brands.

• Aaron Lim(Curtin University, Australia)
• Ian Phau(Curtin University, Australia)