Louis Vuitton, which has for many years been one of the most successful global luxury brands, balances the individualistic and collectivistic consumption patterns of the West and Asia very well. 2 Logo Brand of Louis Vuitton History of Louis Vuitton Talking about France, not only people will think of Eifel but also Louis Vuitton, a renowned French product brand. The research methodology and design method would require both main and secondary sources to produce significant literature-based and theoretically inclined studies for which such research metho… ResearchGate has not been able to resolve any references for this publication. Brand ideal is the ultimate goal of the existence of a brand, and Louis Vuitton’s brand ideal is described as “exists to luxuriously accentuate the journey of life” (Stengel, 2011). The luxury brands have a distinct and clear image and identity. Through our ethnographic study of consumer experiences in Louis Vuitton flagship stores in Hong Kong, we ∗ Corresponding while author. The company’s main key figures include: fashion & leather goods, wines & spirits, Between Identity and Image, The Expressive Organization: Linking Identity, Reputation and the Corporate Brand. OPTION 1: Louis Vuitton Synopsis: Louis Vuitton (LV) has been a flagship store for the fashion conglomerate Louis Vuitton Moet Hennessy (LVMH) with sales figures and boastful growth figures. Strong Parent company: LVMH (Moët Hennessy Louis Vuitton), a multinational luxury goodsprovider is the parent company of Louis Vuitton. brand can start expanding into lifestyle offerings. The statements “For Louis Vuitton, the art of travel is the art of fine living” shows that the company brand identity also has a very strong connection to its heritage even though it was a long time since the Louis Vuitton brand comprised exclusively of travel goods. The model shown (Kapferer, 2013) identifies six different aspects of the Louis Vuitton brand identity. 4.3 BRAND IMAGE VERSUS BRAND IDENTITY ALIGNMENT Figure 15: Louis Vuitton's identity prism 24 In the past decades Louis Vuitton had a diluted brand image in the Asian market due the huge amount of counterfeits product and the brand being seen as 'accessible luxury' rather than being 'exclusive' (Business of Fashion, 2013). PDF | On Mar 16, 2017, Jorge Crespo published Louis Vuitton brand Identity and Image. Join ResearchGate to find the people and research you need to help your work. LVMH Moët Hennessy Louis Vuitton is a multinational European luxury goods company. In a few short years he turned it into the most sought after brand in Japan, and participated from Asia in giving Louis Vuitton a new breath of energy. Arguing that the development of the co-creation paradigm in branding demands a. Sorry, preview is currently unavailable. Gehry’s architecture is innovative and courageous, inspired by the technological achievements of the twenty first century. Yet Enter the email address you signed up with and we'll email you a reset link. An evaluation of brand equity through students’ experience. After earning a degree in Civil Engineering from the University of Wisconsin Madison, he completed a Master´s By using our site, you agree to our collection of information through the use of cookies. | Find, read and cite all the research you need on ResearchGate Interbrand utilizes a mixture of analyst predictions, corporate economic records and its own qualitative and quantitative analysis to obtain a net current value of these income. Bob Wilson, Olafur Eliasson, and Ugo Rondinone decorated Christmas display windows, while Marc Jacobs asked Stephen Sprouse, Takashi Murakami, Richard Prince, and Yayoi Kusama to work directly on creations for Louis Vuitton. LOUIS VUITTON Official Website: Choose your country or region, pick-up your language and find the right version for you The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. Access scientific knowledge from anywhere. Identity, Positioning, Brand Image and Brand Equity Comparison. We advance the hypothesis that the meaning of. The social media impact on processes of citizen participation in democracy. Louis Vuitton Chair)at Waseda Business School, Graduate School of Commerce, Waseda University, Tokyo, ... ─Avoid dilution of its identity by giving too much emphasis to the mass consumer ... (any brand)is a quite complex and challenging process. Olivier Debré, Louis Vuitton initiated a stimulating dialogue between the visual arts and the brand’s own creativity. Independent Journal of Management & Production. 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