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Brand audit report is for Louis Vuitton

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Brand audit report is for Louis Vuitton

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  • October 6, 2006
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Abstract

This brand audit report is for Louis Vuitton. The purpose of doing this is to evaluate the brand equity of Louis Vuitton, both from the customers' and firm's perspective. As the brand equity is based on brand knowledge, (Keller, 2003) the brand audit is carried out through a survey designed to measure two components of brand knowledge; namely brand awareness and brand image. In conclusion, it was found that the consumer can recall Louis Vuitton and they do recognize the brand. They also see Louis Vuitton as a brand that represents quality, expensive and exclusive and is unique when compared to other brands such as Gucci. This result will hopefully be able to set the strategic direction for the Louis Vuitton brand.

Introduction

Louis Vuitton was formed in 1854, its earliest inventions included the idea of designing luggage that was flat and could easily stack in railway carriages. 152 years later, Louis Vuitton is a well-known international fashion label and its company, LVMH Moët Hennessy - Louis Vuitton, believes it still stands for the highest quality products. With a wide range of products comprising of leather goods, ready-to-wear, shoes, watches, jewelry, textiles, writing instruments and accessories, Louis Vuitton have branded themselves as traditional yet innovative to capture its target market. Is what it believes in correct? This report will attempt to measure the brand equity of Louis Vuitton, based on Keller's brand knowledge model by conducting a brand audit.

Methodology

The Brand Inventory:

In conducting the brand inventory for Louis Vuitton, the brand's website was closely examined. On the website the products were clearly listed, with most of the associated brand elements being displayed on the products. Secondly, an examination of a trade mark Louis Vuitton store completed the gathering of brand elements. This information enables an understanding of the brand from the firm's perspective, since it shows the possible...