TASKS & ORGANIZATION:

1.Reports of 1300 words (+/- 10%)

2. Students are to select a 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).

3. Present and discuss the positioning of this brand (to be included as a visual in the appendix).

4.Propose a new brand extension to your parent brand and analyze how the new extension matches the brand’s personality and identity.

5.Clarify the target audience and analyze how the new brand extension addresses their characteristics and unique requirements.

6.Justify the business objectives driving the decision of introducing this brand extension.

7.Present how the core objectives of the new brand extension and how this underpins the core business objectives of the parent brand.

8.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.

OVERALL AIM:

To apply knowledge of the principles of hospitality brand management with a specific focus on elements of a brand, with strategies to create and manage a brand that reflects a unique personality and identity

This assignment applies the knowledge of marketing management to ensure the consistency of the brand and its relevance for the desired target market.