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Brand Analysis Louis Vuitton.

852 words - 3 pages

LOUIS VUITTONBrand PositioningEssenceThe Potent Symbol of modern Style. LV creates innovative, elegant and practical modern luxuries with quality.HeritageLV originates in Paris, since 1854.PersonalityLV is Elegant, Practical, Prestige, Luxurious, Desirable, Stylish, Value-for-money, High-quality and Ever-lasting.Visual IdentityMonogram Canvas on LV productsBrand LogoSimplified Brand LogoUser ImageConsumers are stylish, fashionable, aware of designer's brands and look for quality and after sales services. Most of the users are mature (25+), female, working population with stable financial background. There is an increasing number of young LV users, who are fashionable trend-followers. LV users are usually less price-concerned. LV products are frequently used by the rich and famous, celebrities, models all over the world.Occasion ImageLV produces series of leather goods for the business world, including briefcases, organizers, palm-cases... all could be easily found in business meetings and offices. LV luggage could be found in Airport all over the world. Personal accessories like handbags, wallets, shoes, and clothing by LV are used by the celebrities in fashion shows, PR events, social gatherings....Distinctive from CompetitorsThe CompetitionIn the challenging luxury market, LV faces quite a number of competitors. Hermes, Chanel, Gucci, Ferragamo and Prada are main competitors of LV. Just like LV, all of these international brands have their outlets around the world.PositioningWe are living in an age of access to an incredible amount of product, consumers are no longer brand loyal to companies, and they want to know how the product will benefit them. To satisfy the potential customers, LV is promoting its image that provides consumers with added benefits on top of the practical use of its products. A person purchase a piece of the Louis Vuitton luggage, he is not only purchasing a piece of luggage, but prestige and style. Consumers buy LV luggage not just because they need luggage, but they want people to think that they are wealthy and stylish because this is the perception that Louis Vuitton sells with its luggage. It works because LV advertises its luggage as an exclusive line, not everyone can have it.To stand out from its competitors, LV positions itself as the leader for luxurious luggage. This could be seen in the advertising in magazines LV uses to communicate with their customers.And in the LV web page, a "Guide for the cosmopolitan traveler" is included, offering useful information to help prepare for international trips. Travelers can check out time differences, currency conversion tables, clothes sizes and measurement conversion charts, as well as useful addresses in the world's major cities.AuthenticityLV's strength is the...

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