The following is a case-based assignment asking you to apply theories from the Advanced Brand Management course. Please answer the following questions in depth, structuring your answer using the numbers and letters of the questions such as 1a) and so on. You are expected to apply theories from the course curriculum and back up all your arguments/claims with references from the course literature. (Please do NOT refer to slides from the class.) Therefore, a reference list needs to be included. The maximum number of pages to be submitted is 10 excluding the reference list. We will only evaluate the first 10 pages of the main body of your submission. Case You have become the brand manager of an imaginary company called Interior. The company operates in the interior design industry, specifically targeting the luxury market segment. The product portfolio of the main brand currently comprises three categories: tableware, small furniture, and minor home dcor items such as vases and candle sticks. The products are currently positioned as exclusive, high quality, and hand made/assembled. The product design aims for a classic and timeless look. Interiors slogan is The final touch to your stylish home. The production takes place in France using sustainably sourced materials. The products are distributed through an international network of multi-brand retail stores not owned by the company. In your new role as brand manager for Interior, you are tasked to re-evaluate the brand strategy and architecture.

1) The top-level management is considering to create a new product and asks for your advice. You are contemplating the directions of either a brand extension or a line extension. a) Which aspects do you need to take into consideration for that decision and why? b) Outline what both a brand extension and a line extension could look like for Interior and provide specific examples