LUXURY BRAND MANAGEMENT
TASK 1 TASK 2
Topic Characteristics of luxury Luxury brand storytelling
brands
PART 1 Using at least 3 academic
sources, discuss the
characteristics that
differentiate luxury brands
from other types of brands.
PART 2 Provide a brand case study
example that supports this
portfolio entry. Your example
should illustrate luxury brand
characteristics.
Word Count 1000 words (500/500 +/-
10%)
Weighting 25%
Guidance Choice of luxury brands:
simply a personal choice,
should select the brand that
is of most interest to them,
might reflect their career
aspirations (providing an
opportunity to develop
focused knowledge in
support of future job
applications and interviews
perhaps).
TASK 3
Using at least 6 academic
sources, explain and critically
evaluate proposed processes
and elements of brand
storytelling in building luxury
brands.
- Using a storytelling
process/framework and luxury
brand of your choice, analyse
and evaluate the brands
storytelling practice. - both
strengths and weaknesses of
their current approach and
recommend creative and
innovative improvements to
current practice.
2000 words (1000/1000 +/-
10%)
50%
-Part 1: explanation and
critical evaluation of process
and elements involved
(Pls note: differences between
descriptive and critical writing,
refer:
https://skillshub.northampton
.ac.uk/critical-thinking/
- Part 2: select a luxury brand
and apply a
process/framework of their
choice to analyse, evaluate
and recommend
improvements to storytelling
practice.
Luxury brand challenges and
opportunities
Select a luxury brand
challenge/opportunity of your
choice from the ones covered in
the module.
Using a variety of research
sources, explain and critically
evaluate the challenge/
opportunity this issue presents
to luxury brands.
For luxury brands generally,
propose a range of creative and
innovative solutions to
addressing this issue to sustain
and build brand equity.
1000 words (500/500 +/- 10%)
25%
* select one of a choice of
branding contemporary issues
covered in the sessions:
- Innovation and luxury brand
extension
- Distribution and the digital
dilemma
- Sustainability
- Counterfeits
- explain and critically evaluate
the challenge/opportunity this
issue presents to luxury brands
generally
- then propose a range of
creative and innovative
solutions to addressing this
issue to sustain and build brand
equity.
This task does not ask for a
specific case study but students
should be encouraged to use
examples of luxury brands

Academic - 3 academic sources that
sources discuss the characteristics
that differentiate luxury
brands from other types of
brands:
Heine, K. (2012) The Concept
of Luxury Brands [online].
Available from:
www.conceptofluxurybrands.
com
MKT3057 Luxury Brand Management
- 6 academic sources that
discuss the role of storytelling
in building brands
Fog, K., Budtz, C., Munch, P.,
and Blanchette, S. (2010)
Storytelling: Branding in
Practice. 2nd edition. Springer,
Berlin, Heidelberg
facing the issue.
- Specific minimum number of
sources is not specified this time
but students are expected to
support the points they make
by reference to a variety of
quality research sources e.g.
academic journal articles,
newspaper articles, textbooks,
industry websites etc.

Kapferer, J. N. & Bastien, V. Neilson, J. (2016) The Brand

(2012). The luxury strategy:
break the rules of marketing
to build luxury brands 2nd ed.
London: Kogan Page.
Ko, E., Costello, J. & Taylor, C.
(2019) What is a luxury
brand? A new definition and
review of the literature.
Journal of business research.
99, pp.405–413.
Keller K.L. (2009) Managing
the growth tradeoff:
Challenges and opportunities
in luxury branding. Journal of
Brand Management, 16(5-6),
pp. 290-301.
Canvas – How to Create and
Communicate a Compelling
Brand. Ignition framework
[online]. Available from:
www.ignitionframework.com/
the-brand-canvas-how-to-
create-and-communicate-a-
compelling-brand/
Ryu, K., Lehto, X., Gordon, S.,
& Fu, X. (2018) Compelling
brand storytelling for luxury
hotels. International journal of
hospitality management. 74,
pp.22–29.

- Report format
- Harvard referencing style, including a Reference List for each Task.