Elie Saab: Growth of a Global Luxury Brand

| May 20, 2015


Answer the following questions using Times New Roman font, size 12, double spaced, and normal margins. The answers should be from 3-5 pages.

Case Study (4) Questions:
1. What is the core business of Elie Saab (ES)? Discuss the “total product view” (i.e., core, actual, and augmented).
2. Complete a strengths, weaknesses, opportunities, and threats (SWOT) analysis. What is ES’s competitive advantage?
3. Draw your “Associative Network Model” diagram based on your own associations toward ES brand. Do you see ES brand consistent with the concept of brand resonance model? Explain.
4. Identify all ES brand elements and any communication/promotion tools (i.e., celebrity events, fashion shows …etc.) and assess their ability to contribute to brand equity.
5. Should ES target a new market? For example, should the company target the emerging “affordable luxury market?” Explain and be ready to support your answer.
6. What are your overall recommendations for ES? What marketing mix strategy do you recommend?



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