We are having a project, where we need to create a brand extension from an existing brand (in our case, we have chosen our institution – Glion Institute of Higher Education in Switzerland, which is specialised on hospitality management). Our extension is a 4-star hotel, which is going to be Glion – Marriott Partner Hotel to make it more recognizable on the market. We have decided to create this hotel because it will be a great opportunity for Glion’s students to get some practical knowledge by constantly doing some Craft basic learnings and internships in the property. Moreover, it will be beneficial for Marriott company to expand themselves into a new market (they are not very present in Switzerland) and prepare future potential employees for their company. The main target market will be families who come to visit their children in hospitality and boarding schools which are all over around in that area and students who either come to Montreux for travelling reasons, or want to get the off-campus accommodation. The hotel will be created at the place of an old Righi Glion building ( which used to be a hotel many years ago, so now it needs to be renovated) THIS IS A GENERAL IDEA ABOUT THE PROJECT. IN MY PART (WHICH I am asking you to take care of, I will need to do 2 following sections): 1. Introduction: Creation of luxury Concept and some brief contextual analysis in Introduction. This would be the rationale for your product or service innovation essentially, which has come out of the contextual analysis. 2. Communication Goals and objectives emerging from Marketing goals