Based on the knowledge you acquired throughout this module, you are expected to design a brand extension strategy for an existing, already established brand. The format of your work should be that of an industry whitepaper / report, written for a professional audience.
Imagine that this brand is expanding into a new market or a new market segment. This expansion could be into a new geographic market (e.g. a different region or country), a new demographic segment (e.g. a different age cohort), or a new retail market (from the online to the offline market, but not the other way, i.e. you many not choose to launch online a brand that is present in physical retail spaces).
Your analysis must be anchored to secondary research and supported by evidence. It is mandatory that you select a brand for which reliable sources of information are available for collection (e.g market research reports, publically available corporate information, trade magazine or broadsheet articles, industry documents, websites etc.). In addition to this information, you should draw upon theories and concepts covered in class to assist your analysis and you are expected to engage in wider reading of the academic literature.
You are encouraged to choose a brand that have not already been analysed in the core textbook for this module. If you decide to choose a brand when existing analyses are available in the textbook, please ensure that your strategy is presented using novel observations and based on your unique insight.
