• Students are to select a luxury non-hospitality brand that is suitable for a brand extension into the hospitality space (i.e., a bar, restaurant, hotel, resort, spa, private members club, private jet, cruise, or yacht, as some examples).
• Present and discuss the positioning of this brand (to be included as a visual in the appendix).
• Propose a new brand extension to your parent brand and analyse how the new extension matches the brand’s personality and identity.
• Clarify the target audience and analyse how the new brand extension addresses their characteristics and unique requirements.
• Justify the business objectives driving the decision of introducing this brand extension.
• Present how the core objectives of the new brand extension and how this underpins the core business objectives of the parent brand.
• Discuss a suitable marketing strategy for the brand extension in relation to its parent brand’s existing marketing and evaluate how it will help deliver the overall company aims and objectives. NOTE: This does not need to be a full marketing strategy, but it must utilize online and offline channels.
• This assignment is to be presented in form of a report.
• Support your discussion with references to the relevant literature relating to brand management, and hospitality marketing.
All references and data sources used must be cited in the body of your text and also appear in a reference list at the end of your paper using the correct APA format (7th edition).
References are important. They acknowledge your source and avoids risk of plagiarism. They also provide the information necessary for a reader to locate and retrieve any source you cite for further reference.
i) Format and Word Count: Reports of 1500 words (+/- 10%).
You will be penalized if the number of words is 10% over or under the permitted word count.
Note: the reference list and any appendices are NOT included in your word count.
