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Welcome to our support website for the business case "Diesel for Successful Living:
Branding Strategies for an Up-market Line Extension in the Fashion Industry"

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The case has been translated into Japanese. Read the inspection copy.



Diesel SPA, number two casual wear company in Europe, known for irreverent and deeply ironic “for successful living” advertising campaign, is launching a new upmarket line: StyleLab.

They need to decide on risk branding strategy: independent brand, endorsement (StyleLab by Diesel) or sub-branding (Diesel StyleLab).

Pedagogical Objectives

  • Brand extension.
  • Managing a portfolio of brands.
  • Marketing fashion and luxury products.

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