Brand Management in the Luxury Jewelry Market: The Case of Pomellato and its Dodo Line

The proposed research will explore the dynamics of brand management within the luxury jewelry market, focusing on Pomellato and, more specifically, its Dodo line. Pomellato is an established name in the luxury market, while Dodo represents a fresh, innovative approach to luxury, blending accessibility with the heritage of high-end craftsmanship. The research will investigate how the two lines—one being a symbol of traditional luxury, the other modern, personalized luxury—use branding strategies to position themselves in the market. Special attention will be paid to Dodo’s recent innovative marketing techniques, including digital and sustainable approaches.