In order to put into practice the Global Fashion Branding theory, the emphasis was put on implementing a Korean brand into the UK market, by acting as marketing communications consultants. The scope of this report was to identify KYE's current brand identity and equity and evaluate the consumers' experience across multiple brand touchpoints. In order to make it enter the UK market successfully and appeal to the target consumers, appropriate communications and developments were undertaken. A new sustainable jewellery line was created, as one of the main challenges was to consider ethics. This report gave me an insight of the korean market and made me understand what was at stake, as well as the actual marketing process and complete set of communications to launch KYE's new concept.

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