1. Luxury Management

2. PROJECT 1
Brand managment

3. Project objectives
Understand the dynamics of brand management as a tool for luxury companies growth.
Analyze brand DNA and Codes
Study the assigned brand evolution and history and identify possible brand extensions and growth opportunities.

4. Project rules Random Brands assignment Group’s size and diversity
Min 8 Max 10 components
Min 2 nationalities
Presentation rules
Max 20 minutes
Max 15 charts + backups
Powerpoint or PDF

5. Presentation Scheme Short Brand Evolution Introduction
Brand Assessment
Current Brand Portfolio Analysis
Positioning
Economics
DNA and Codes identification
Outline major storytelling topics
Identify Mid Term (5Ys) Potential Brand Portfolio Evolutions
Recommend best options
Identify Risks and Opportunities
Suggest the Brand Strategy (Brand Extention, New Brand, etc)

6. Brands & Categories Jewels Watches Moet Chandon Loro Piana Accessories
Yachts
Autos
Hotel & restaurants
Home furniture
Fragrances
Cosmetics
Fashion Apparel
Shoes
Other services
Moet Chandon
Loro Piana
Cartier
Sotheby’s
Rolex
Chanel
Patek Philips
Loewe
Berluti

7. Groups Group 1 Loro Piana Group 2 Cartier Group 3 Sotheby’s
Group 4 Loewe
Group 5 Chanel
Group 6 Rolex
Group 7 Patek Philippe
Group 8 Berluti
Group 9 Moet Chandon

8. DEADLINES All the project must be send via e-mail within Oct 15th
Presentations will take place
Oct 16th
Group 1 Loro Piana
Group 2 Cartier
Group 3 Sotheby’s
Group 4 Loewe
Group 5 Chanel
Oct 19th
Group 6 Rolex
Group 7 Patek Philippe
Group 8 Berluti
Group 9 Moet Chandon