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Fashion Institute of Design and Merchandising Luxury Brand Management Questions
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Complete the required reading and answer the following questions:
Required reading:
Brand Management Strategies Chapter 6(See attachment)
Luxury Brand Management Chapter 6: https://drive.google.com/file/d/1BaIsNLastnea_cdBs…
Brand Management Strategies Chapter 7(See attachment)
Questions:
- Compare how brand promises are communicated in luxury and non luxury brands. In what ways are they the same and in what ways do they differ?
- Describe each stage of the brand life cycle. At what stage does it make sense for a brand to consider re-positioning?
- Discuss the steps needed to construct a segmentation model using pyramids. What are some of the consumer behavior areas that pyramids can be used to frame and understand?
- How is brand equity different from brand evaluation? How do they contribute to brand value?
For reference, please do page number + file name( for example: page 10, Luxury Brand Management Chapter 6)
