Luxury brands and creativity

Order Description critically evaluate the existing brand extension (a product / service) of a luxury brand (FERRARI, FERRARI WORLD Abu Dhabi). Using the same process to construct the luxury brand extension for the brand extension Select an existing brand extension for a luxury brand. Consider looking at: 1. The company portfolio - describe the business activities as comprehensive as possible and brand history. 2. The luxury brand experience – provide insights to the luxury brand identity and brand DNA (how the company creates its emotional value) 3. Category review - articulate a comprehensive overview of current company positioning in the marketplace in terms of business and brand strategy; product portfolio; competitor analysis; industry trends. 4. Product innovation – business strategy; aligning design strategy with business objectives in context of design trends. 5. Target audience review - articulate who the users are, taking in consideration the relevant information gathered from global reports on the luxury industry. 6. Material selection – define criteria/ quality descriptors, identifying materials and manufacturing processes 7. Product stewardship – incorporate a sustainability perspective and highlight how the proposal integrates a sustainability perspective (in terms of ethical, environmental and economical aspects). 8. Research – any specific issues dealing with IP, trademarks, import/ export issues, safety issues.