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Brand Management Presentation
Transcript of Brand Management Presentation
Why is Louis Vuitton that well-known and successful?
Rich history and culture
Strong presence in the media
Personalized products offered
Too strong presence
Keep focus on customer
Suitability for daily use
Process of exploring new markets
Mainly located in the Asian room
Perceptions drive behaviour!
Perceptions & Associations
Points of Parity
Offer a similar product portfolio
Commercials and PR
Strengthen loyalty to the brand
Build up emotional binding
Old Timer Race
“The Serenissima Run“
„Master of Luxury“
Stays in contact to wealthy people
Events & Public Relations
Louis Vuitton is unique and extraordinary
among all luxury products
for people who want to show status in society life
because of their high-quality, good sense of Style and grand reputation.
prestige and a sense of status
wealthy people of society
Current Marketing Programs
Current Marketing Programs
Uniqueness and originality
Focus on loyal customers
Fighting against counterfeits
First signal: High price/high quality
Core pricing strategies
No odd values
Controllable distribution channels
Locating stores in urban prime areas
Website as second channel
No TV advertisement
Cooperation with celebrities
Product appears as star
" World of elegance, inspiration and innovation "
Millions of dollars were spent for market research and PR
Remember: Louis Vuitton Cup and Serenissima Race
LV optimally satisfies customer`s
needs and demands!
Rank 17 of the global brands
Most popular premium brand in the luxury goods
Key brand owned by the French group LVMH
Support the world!
Protect the environment!
Fight against counterfeiting
Rising interventionist against the use of animal skins
Strong competition among the various luxury brands
Distribute its powerful brand equity to various products
Talent to redesign its image from time to time
Drawn up the most extraordinary creations
Unique copies which distinguishes LV from its rivals