This document summarizes key aspects of Louis Vuitton's branding strategy over time. It discusses how Louis Vuitton targeted wealthy customers and portrayed a high-end fashion statement. Their logo and slogan became symbols of quality and luxury. They never compromised on quality, spending 60 hours per product. Counterfeited goods, while damaging, also provided marketing opportunities by expanding their consumer base and reinforcing their image of authenticity. Their consistent branding positioned them as the premier luxury brand.

1. Oscars 2016, Alicia Vikander
in custom Louis Vuitton
Louis Vuitton
A
Branding
Saga

2. Frames of Reference

3. Louis Vuitton
always portrayed
a high end
fashion
statement
The promise they
made was to
provide a
luxurious fashion
chain for bags

4. They catered to the wealthy
population who preferred to
be in vogue and were willing
to pay their high prices.
Their frame of
reference was
definite and they
never shifted from
that.

5. They marketed the issue of the counterfeited goods in
this way as an excellent marketing strategy.
This in turn provided
them a means of
multiple frames of
reference. They were
able to reach a wider
consumer base.

6. Brand Mantras

7. The logo went on
to become a
legendary symbol
of quality and
expensive taste.

8. Their slogan set an
image of
authenticity. It
made people feel
they were missing
out on the finest
quality.

9. Brand Positioning

10. Their products
were always well
thought out. They
hade a team of
people to develop
innovative designs.
Louis Vuitton was always fresh in the
market. Hence their mantra always made
their goods refreshing for the
consumers.

11. Their distinctive
Damier and
Monogram
canvas took the
market by storm.

12. They still spend 60
hours to make every
product by hand.
They have never
compromised on the
quality.

13. Louis Vuitton marketed
their products through
some of the most
famous celebrities thus
making it known the
only the best use them.

14. They had
established their
brand position very
firmly as they always
remained true to
their imagery.

15. Differenciation Strategies

16. The counterfeiting of
their products gave
them a unique POD
that the brand could
never have had in its
own slogan.
The fake product on the right has a
faded logo.

17. They developed this
POD that their
products were of
the highest quality
and yet were sold
cheap.

18. Louis Vuitton tried
to destroy most of
them. But it had
already done a lot
of harm as well as
good.

19. They immediately
came up with new
slogans. And they
began to sell only
through their official
boutiques.

20. To Remember………..
Their frame of reference was the wealthy upper class.
Their logo and slogan became a symbol for luxury and authenticity
They never compromised on the quality and used the most famous celeb
to market this.
The counterfeited goods provided them several new dimensions to their
branding approach.

21. Disclaimer
This presentation was made by Nivesh Aron, IIT Guwahati, while
working on an internship under Prof. Sameer Mathur