Advance Diploma in International Business Management

IBM20250 Luxury Brand Marketing

Individual Report

INSTRUCTIONS:

1. This assignment carries 40% of the total marks for the module.

2. The assessment criteria are:

(a) Substance
(b) Originality of work
(c) Presentation
(d) Use of illustrations / examples, where appropriate

3. Independent research on the relevant topic is required.

4. Special consideration would be given to students who demonstrate an in-depth

analysis.

5. Any similarities between individual assignments may result in a failing grade.

6. The assignment should be no more than 1000 words.

7. Pages should be clearly numbered.

8. The format of the assignment should be as follows:

(a) Front cover (i.e. title page), stating the:

 Module name and code
 Student’s full name and I/C number
 Name of lecturer
 Submission date
(b) Contents page
(c) Main body of the assignment
(d) References

Kapferer, Jean-Noël (2009). The luxury strategy: break the rules of marketing
to build luxury brands. Cornwall, USA

9. Retain a photocopy of your course assignment.

10. Submission Date: Week 5.

11. In the event that you submit your assignment later than ten days after the
deadline, you will be assigned with a mark of 0.

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 Individual Report

Learning Outcomes:
1. Understand why brand is so strategic to make it successful
2. Analyse how luxury brand can create high value to shareholders

Assessment Report

Choose a brand of your choice and describe how to build a sustainable luxury
brand.

Visit the website as a guide to the structure in creating luxury brand.

https://martinroll.com/resources/articles/strategy/five-steps-to-build-a-luxury-brand/

Below is an overview of the industry:

One of the most pervasive domains in the last forty years that has captured the
attention of CEOs, consultants, managers and academics is branding. How can
companies build successful brands?

This yet again drives home the point that the emergence of new iconic brands is not
an easy task. In particular, this is the case in the special context of luxury brands.
Given their unique positioning and niche targeting within the larger mass markets,
luxury brands face a double whammy of the liability of market newness and the uphill
task of competing with well entrenched incumbents that have made deep inroads
into the local cultural fabric.

As competition increases and the trend from commoditization continues, companies

are keener than ever to create strong brands, especially luxury brands that can
increase their revenue base, enhance their overall brand equity and strengthen the
base of their loyal customers.

Format:

1. Introduction
2. Identifying a niche market
3. Positioning of the brand
4. Emphasizing the brand value
5. Creating a perception of exclusivity
6. Conclusion
Reference

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The following pointers would aid you in your answering your report:

Section 1.0: The objectives of the report should be clearly stated and the word count
for this section should be around 50 to 70 words.

Section 2.0: You are to identify the niche market for the chosen brand and what are
the major factors for the brand to survive.

Section 3.0: The goal of product positioning is to keep your product on top of your
customers’ mind when they’re considering a purchase. Address the followings three
objectives:

• Differentiate your product from the competitor

• Address important customer buying criteria
• Articulate key product (or company) characteristics

Section 4.0: You are to focus on the followings:

a. Customer
b. Corporate Social Responsibility

Section 5.0: The best way to position a product as a premium brand is with a high
price. Price sends a psychological message related to value: things that cost more
are assumed to be of higher value. Things that cost less are assumed to be of lower
value. A Rolex is more valuable than a Timex. Consumers can’t independently
judge the products in each category. Therefore, price becomes shorthand for which
brands are good, better or best.

Section 6.0: You should be explicit with your recommendations that you have put
forth. You are to state clearly how you are able to capture new business
opportunities