HFB206: Premium Brand Management & Marketing- Research Report Assignment

Internal Code: MAS1775

Research Report Assignment:

Task: Assessment Overview: Based on the current Premium/Luxury Brand landscape, choose an existing fashion, textile or accessory product or service and research the premium brand management and marketing aspects of the chosen company. 1. Assessment Instructions: Using Secondary Research, explore the existing Luxury or Premium Brands that operate in an international context. These brands do not necessarily have to be specific to textile or fashion but could also represent experiences and or lifestyle products. Select one brand and proceed to conduct discovery in the following areas: 1. The Management practices and marketing mix strategy used 2. Overview of the brand and their positioning strategy as a premium/luxury brand 3. Innovative practices conducted (including sustainability) and 4. The extent to which the above elements have contributed to the success of the brand You will be assessed on the following requirements: Accurate identification of management practices depicted in researched case study Accurate and in-depth coverage of marketing mix strategy used. Ability to tie in frameworks of differentiation and positioning strategies as applied by the brand with accompanying researched examples of practice Highlight and discuss innovative and or sustainable practices used in one or more of their marketing mix, and or positioning strategies Evaluation of the overall marketing and management practices and strategies that have contributed to the brand’s premium and or luxury status ( comparative analysis with other brands)