Theoretical frameworks used to explain the complex nature of brands and branding

1. Examine the different theoretical frameworks used to explain the complex nature of brands and branding and gain an understanding of the strategic brand management process and its relevance to fashion organizations. 2. Analyse a brand’s target customer profile, competitive scenario, identity and positioning and how these elements influence marketing strategies. 3. Analyse the key success factors and potential pitfalls of brand extension strategies. 4. Connect and evaluate the elements of different types of brand marketing campaigns, with a particular focus on luxury brands. 5. Structure and write an analytical report using the appropriate subject specific terminology.