Diesel SPA

Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry (2008) INSEAD Case (Chandon and Grigorian)

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).

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