Brand Analysis - Louis Vuitton.

Topics: Brand, Louis Vuitton, Brand management Pages: 5 (847 words) Published: August 16, 2003
LOUIS VUITTON

Brand Positioning

Essence

The Potent Symbol of modern Style. LV creates innovative, elegant and practical modern luxuries with quality.

Heritage

LV originates in Paris, since 1854.

Personality

LV is Elegant, Practical, Prestige, Luxurious, Desirable, Stylish, Value-for-money, High-quality and Ever-lasting.

Visual Identity

Monogram Canvas on LV products

Brand Logo

Simplified Brand Logo

User Image

Consumers 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 Image

LV 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 Competitors

The Competition

In 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.

Positioning

We 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.

Authenticity

LV's strength is the worldwide known good service to customer, its good quality for value and new designs. LV's products safety exceed the requirements globally.

Replicability

A lot of the LV products are illegally replicated, but due to the unique canvas used for production; none of the fakes could achieve the quality and standard of the originals.

Reassurance

After using LV products, consumers are reassured of the good quality and value-for-money as promised by the advertising and promotions.

Experience & Differentiation

Consumers use and experience LV products, feel the difference between LV and other brands, lead to the differentiation of LV from the competitors.

Consumer

To the Louis Vuitton consumers, a LV handbag isn't just a handbag, it's a Louis Vuitton. Consumers will generally pay more for the LV name brand because it signifies some extra quality besides a handbag.

LV products are appealed to people who would like themselves to be stylish, and want others to think that they are fashionable, they want to differentiate their tastes from others and try to do so by purchasing LV...
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