Order Description

critically evaluate the existing brand extension (a product / service) of a luxury brand (FERRARI, FERRARI WORLD Abu Dhabi). Using the same process to construct the luxury brand
extension for the brand extension

Select an existing brand extension for a luxury brand.
Consider looking at:
1. The company portfolio – describe the business activities as comprehensive as possible and brand history.
2. The luxury brand experience – provide insights to the luxury brand identity and brand DNA (how the company creates its emotional value)
LBM717 – MA LBM – EBS, Spring 2017
3. Category review – articulate a comprehensive overview of current company positioning in the marketplace in terms of business and brand strategy; product portfolio; competitor analysis; industry
trends.
4. Product innovation – business strategy; aligning design strategy with business objectives in context of design trends.
5. Target audience review – articulate who the users are, taking in consideration the relevant information gathered from global reports on the luxury industry.
6. Material selection – define criteria/ quality descriptors, identifying materials and manufacturing processes
7. Product stewardship – incorporate a sustainability perspective and highlight how the proposal integrates a sustainability perspective (in terms of ethical, environmental and economical aspects).
8. Research – any specific issues dealing with IP, trademarks, import/ export issues, safety issues.