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Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
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Orientador(es)
Resumo(s)
This work project explores how a male luxury (fashion) brand (subsidiary) that is
associated with a luxury car brand (parent company) should develop its
communication strategy in order to increase awareness in Europe. For this purpose a
quantitative research was conducted. The aim was to find out whether the company in
question had low brand awareness among European luxury consumers. Hereafter, a
qualitative research revealed important insights in regard to luxury communication
among male luxury consumers. Both the results of the research and the
recommendations of luxury experts laid the foundation for the development of a
solution-oriented communication strategy. The result of the analysis crystallizes the
importance of the shared heritage and the synergistic effects, of which the subsidiary
should make vast use when communicating.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Luxury Car Communication strategy Brand awareneness