Brand Management expansion of the Fortnum and Mason brand globally
Fortnum & Mason has approached you to work as an external branding consultant. You have been tasked with assessing options and providing recommendations for the expansion of the Fortnum & Mason brand all over the world.
Individual report task:
Address the following two questions:
1) Analyse Fortnum & Mason brand equity strategy using Keller (1993) CBBE Model.
2) Provide recommendation on brand equity strategy to support expansion into one new market of your choice and justify why you have proposed a particular approach
Fortnum and Mason website
All questions carry equal marks. Figures and diagrams are recommended to reflect you understanding.