This case study analyzes the brand strategy and market extension of Diesel for Successful Living, an Italian retail company that manufactures and sells denims, footwear, and other fashion products. It covers their brand portfolio, media and advertising, positioning and pricing, SWOT analysis, and recommendations for improvement. The study suggests that Diesel's branding strategy is based on the radical nature of its products and attitude branding. The market extension procedure is based on third-degree price discrimination. The study also highlights the strengths, weaknesses, opportunities, and threats of Diesel's business. The recommendations include bringing efficiency in Diesel's business, making it compatible with modern-day needs, and diversifying the market process.
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