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FIDM Luxury Management Discussion Questions
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Complete the required reading and answer the following 4 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?
- Article links:
- Luxury brand management chapter 6: https://drive.google.com/file/d/1kssBf-Ektfq9mkj7aVgcaOxD8zudTEdQ/view?usp=drivesdk
Brand Management chapter6: https://drive.google.com/file/d/1hXwyrN6AN5kTDhKl9dtZLydV3K6G8xDV/view?usp=drivesdk
Brand management chapter 7: https://drive.google.com/file/d/1KvcM5doaxe3KaXY5g3U_qcd6wq3_6PDm/view?usp=drivesdk
