Group assignment in the course Contemporary Approaches to Branding Fall 2014

Case: Elie Saab: Growth of a global luxury brand.

1. Complete a strengths, weaknesses, opportunities and threats (SWOT) analysis. What is
ESs competitive advantage?

http://prezi.com/ktn7we63yvd7/elie-saab/

2. What is the companys current entry strategy? http://prezi.com/ktn7we63yvd7/elie-saab/
Is the strategy consistent with the companys vision? To which extent does the strategy
support the ES brand? List the pros and cons for each entry mode, i.e. the direct and indi-
rect entry mode in an ES context.


3. Having the anti-laws of marketing in mind, (please see Powerpoint presentation and chap-
ters from Kapferers book, Luxury Strategy), what are your overall recommendations for
ES? What should be the target market?
More advertisement for RTW (campaign)
Continue with RTW
Celebrities endorsement (use of the celebrities used over the time, to make them
memorable?, Angelina jolie )
Focus on the combination of the 2 affordable luxury market and high-end luxury
market
What branding strategy do you propose, i.e. Kapferers brand prism (identity), brand posi-
tioning statement, brand structure, brand leveraging initiatives such as extensions and co-
branding to achieve a brand equity? What marketing mix strategy do you recommend?
Corporate communications (focusing on the image and not on the identity)
Target group= celebrities (a natural target), high society