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You are required to select a luxury brand and prepare a brand innovation proposal: this will include making recommendations (not just a list of suggestions) and justifying your recommendations. It is recommended to focus on one key idea, and expand on it with explanations, justifications, evidence and recommendations (rather than selecting many ideas and offering a superficial proposal). The brand you pick must be a luxury brand and you need to justify why this is the case (it cannot be Dolce & Gabbana). Below is a selection of suggested strategic approaches: you can focus on one or a few but remember your maximum is 2000 words: Corporate re-profiling Product re-branding Product re-positioning Brand extension Line extension Co-branding Ingredient branding Portfolio restructuring New market entry-exit Leadership issues and Marketing Innovative PR Ethics and sustainability Social Media PR, Sponsorship, and Events In this assignment It is crucial to critically present a compelling, well written, well organised, concise, and evidence-based big idea. Make sure you justify why your chosen brand is a luxury brand!!!!
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