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Scholarship competition 2006 / 2007 - brand extension

04.07.2006 - With this scholarship competition, Domus Academy would like to explore the challenging field of Brand Extension, getting from prospect talented students new creative, strategic and economically sustainable ways to transfer the tangible and intangible values of a brand into new product (service) categories, new markets or new industries.

Partecipate in a competition and you can award:

First prize: 75% discount on the tuition fee of the Master course in Business Design
Second prize: 50% discount on the tuition fee of the Master course in Business Design
Partecipants prize: 20% discount on the tuition fee of the Master course in Business Design

All the discounts only apply to the 2006/2007 academic year.

Download the announcement of the competition to get more information or read it as follow.

ANNOUNCEMENT OF THE COMPETITION

Theme

Marketers have long recognized that strong companybrands, delivering higher profitability and superior performance (i.e. those that have built strong brand equity) have the potential to expand their brand tangibles and intangibles values towards other products. The brand name may be extended on products launched in the same category (line extension), in a new category (brand extension), or even in a new industry (brand stretch).
In most successful cases, brand extension strategies can have several advantages like: low promotional launch costs, easier acceptance of the new products by the distributors and by the final customers.
Strategic design can be of extreme added value in shaping a brand extension strategy.
Companies have to leverage on creativity and design in order to compete successfully in the marketplace. They have to use design to reinterpret existing categories of products and services, in order to open up new market opportunities.
They need to use design to understand what their brands really stand for in the minds of their actual and prospect customers and how far can the brand name be stretched before starting to loose its meaning.

Brief

The candidates will be asked to elaborate a brand extension/stretching strategy whether for a single company or for two companies in partnership.
The candidates will have to prove to be able to manage the entire process: from the market analysis to the product design, development and launch, including communication, commercial, distribution and organizational aspects.
In this respect, it is requested:
- to choose one or two company (in the case of a partnership project), respecting the characteristics presented in the theme and describe their brand essence and main strengths and weaknesses (research and also iconographic description)
- to point out a productive sector or a category of products where to direct the brand extension strategy, by evaluating its market strategically (assessing market opportunities and threats)
- to formulate the brand extension strategy and project (supporting it with a product-market map, and with the global project phases) and evaluate its feasibility in terms of consistency with the values and the organization of the company or of the involved companies
- to identify possible communication and distribution strategies.

Delivery

The projects have to be sent to Domus Academy by August 31TH, 2006 in digital format via e-mail at infobusiness@domusacademy.it, or inpaper format at: Domus Academy, “Brand Extension Competition”, Via Watt 27, 20143 Milan, Italy, to the attention of the Business Design Department.
Each project has to be accompanied by a resume and a letter of motivation of the candidate.
The candidates will be informed of the results of the competition by e-mail by September 15TH, 2006.

Jury

Giulio Ceppi (Domus Academy), Aldo Cernuto (Young&Rubicam), Giorgio De Michelis (Butera e Parters), Emilio Genovesi (Domus Academy), Andrea Granelli (Domus Academy), Francesco Morace (Future Concept Lab), Antonio Pinna Berchet (Fondazione 3M). Judges may change without notice.

Prize

First prize: 75% discount on the tuition fee of the Master course in Business Design.
Second prize: 50% discount on the tuition fee of the Master course in Business Design.
Participants prize: 20% discount on the tuition fee of the Master course in Business Design.

Tution fee for the 2006/2007 academic year is 17.000 Euro + VAT 20% for the Non-European Citizens and 13.000 + VAT 20% for European Citizens. All the discounts only apply to the 2006/2007 academic year.

Copyright

Every moral or paternity right as to the project remains property of the author.
The projects sent to Domus Academy will not be returned.
All the material will have to be the result of an unpublished work developed by the candidate, not to be used by the candidate in other or previous occasions.

Info

Business Design Department
Marianna Recchia
infobusiness@domusacademy.it
ph. +39 0242414024
fax +39 024222525

Download the announcement of the competition.

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