Brand Management and Marketing Project
Year 1 Semester 2
For this project, I looked into the Alexander McQueen brand and explored the brand's positioning in the market and analysed the success of the brand using branding theories to back it up. This report also includes the identification of a potential gap in the market for an Alexander McQueen brand extension. This brand extension has been constructed through methodological techniques of primary research, through store visits and observation, and secondary research, by deeply analysing competitors and the target consumer of the brand.
