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02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630
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Luxury Strategy:

Luxury Strategy:
The Facebook Marketing for Luxury Brands or Brands aiming to be positioned as luxury brands!

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02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630 02_Brand Consultancy_The Facebook Marketing For Luxury Brands 0630 Presentation Transcript

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    Date:
    The Facebook Marketing for Luxury Brands:
    Case Studies: Louis Vuitton, Gucci & Burberry
    Emily Yu-ting Chen,GMBA
    Chun-Yao, Huang, PhD.
    June 30th, 2010
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    Create a page for celebrity, brand or business
  • Outline
  • Study of Purpose I:Motivation
  • Study of Purpose II
    Why FB?
  • Study of Purpose II
    3 Luxury Case Studies: Different Country of Origin
  • indings
  • Managerial Implications
    Facebook Marketing for Luxury brands
    T-STP
  • Luxury Background: Luxury Definition
    Luxury
    Pierre Xiao Lu (2008), 6 characteristics of luxury definition
  • Luxury Background: Luxury Strategy
    Source: Edited from Luxury Strategy Course Material by Vincent Bastien
    Online Strategy: “Always communicate via the internet, but never sell on the internet”
  • Luxury Background: Communication Strategy
    Dream Equation – Four typical situations(Bernard Dubois HEC)
    Source: Edited from Luxury Strategy Course Material by Vincent Bastien
  • Background
    Social utility for efficient communication with friends, family and coworkers
    February 2004, Palo Alto, Calif. U.S.
    Technologies that facilitate the sharing of info via the social graph, the digital mapping of people's real-world social connections.
    Anyone
  • Background
    Users:>400 m active users, >200m log on/day
    Sharing:>5 b pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared/week
    Global:70% of Facebook users are outside the United States
    Network effect: 130 friends, sends 8 friend requests/m
    Interactivity:>20m people become fans of Pages/day>500,000 active applications
  • Empirical Studies I – Brand Offline
    History of LV, Gucci and Burberry
    Brand Characteristics :
    Icons
    Potato
  • Empirical Studies I – Brand Offline
    Product Pyramid & its Luxury Strategy
    Louis Vuitton
    Dream
    -Luxury Strategy-
    Quality/$ ratio Investment
    -Premium Strategy-
    Awareness, Imitation
    -Fashion Strategy-
  • Empirical Studies I – Brand Offline
    Product Pyramid & its Luxury Strategy
    Gucci
    Dream
    -Luxury Strategy-
    Quality/$ ratio Investment
    -Premium Strategy-
    Awareness, Imitation
    -Fashion Strategy-
  • Empirical Studies I – Brand Offline
    Product Pyramid & its Luxury Strategy
    Burberry
    Dream
    -Luxury Strategy-
    Quality/$ ratio Investment
    -Premium Strategy-
    Awareness, Imitation
    -Fashion Strategy-
  • Empirical Studies II – Brand Online
    Facebook Marketing: Search, Application & Features, Content
    Search
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Search
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Application & Features
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Application & Features
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Application & Features
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Content: Informational / Functionality /Externality /Interactivity
  • Empirical Studies II – Brand Online
    Facebook Marketing
    Content: Informational
  • Empirical Studies II – Brand Online
    Facebook Marketing -Content: Functionality
  • Empirical Studies II – Brand Online
    Facebook Marketing - Content: Functionality
  • Empirical Studies II – Brand Online
    Facebook Marketing -Content: Externality
  • Empirical Studies II – Brand Online
    Facebook Marketing -Content: Interactivity
  • indings
  • Conclusion: Managerial Implications
    Facebook Marketing for Luxury brands
    T-STP
  • Indings: IMC
  • Indings: IMC
    Online+Offline
    Other IMC Tools
  • Indings: IMC
    Local Strategy
  • Indings: CRM
  • Indings: WOM
  • Indings: WOM
    Language Inconsistency(5) Negative message
    Spam Ads
  • Indings: C.B.– AIDMA to AISAS
  • Indings: C.B.– AIDMA to AISAS
    Action!
    Share! Search!
  • Like · Comment · Share
    Facebook Marketing for Luxury Brands
    Case Studies: Louis Vuitton, Gucci and Burberry
    By EmilyYu-Ting Chen
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