The purpose of this assignment is to test your ability to
1. Investigate a fashion brand’s values, identity, and CSR
2. Critically evaluate a fashion brand’s delivery of its brand identity and image
Miu Miu — target customer 25-30 year-old women.
Introduction (150 words)
Section 1
1. Investigate and evaluate the brand’s values, and identity. Discuss how successfully
these are reflected by the selected fashion brand’s, business model, supply chain
and CSR policy. (600-750 words)
2. Create a mood board to represent the selected fashion brands brand identity.
Appendix (i)
Section 2
1. Critically evaluate the delivery of the brand’s identity to its target customer. Using
the appendices that you have created, and supporting academic literature discuss
the brand’s identity (internal) in relationship to its brand image (external). (850-950
words)
2. Create a competitive shop report around one of the brand’s fashion products.
Appendix (ii)
3. Create a price-positioning map to illustrate how your chosen brand is positioned
against its competitors. Appendix (iii)
4. Conduct a marketing audit of the brand’s current integrated marketing
communications. Appendix (iv)
Conclusion (150 words)
You are expected to use appropriate literature, secondary data and business intelligence
to support your arguments. All images should be directly relevant to your text.
Conclusions and recommendations to be included within the 2000 word count.
References, Appendices and Table of Contents do not contribute to the final word count.

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DO NOT PUT MY INSTRUCTION INTO THE ESSAY, PLEASE DO THEREVISION ACCORDING TO THE APPENDIX 1-4 1. section 1, the essay is about miumiu, but you talked just a little bit about the brand , and even nothing about ” the brand’s value and identity, how successful about the brand” 2. there are only 30% of the essay talked about the essay 3. section 2, you just use another way repeated the section 1 4. and wtf is GUCHI??? 5. appendix 1 is about miumiu’s brand identity and value, appendix 2 is about miumiu’s new perfume, the competitor of miumiu please talk about red valentino. the new marketing audit for miumiu’s current integrated marketing communications is to have the cooperation with ladruee on shoes and packaging

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