3International luxury brand management
“Brands are vehicles loaded with unlimited wealth.”
– Pierre Xiao Lu
Brand philosophy of Louis Vuitton1,2
Louis Vuitton (LV) has been ranking at first place in the luxury category ever since the top 100 most valuable global brands list was first released. This achievement cannot be alienated from any analysis of LV’s brand management.
Compared with mass brands, an international luxury brand must maintain its unique personality. In this respect, LV is approaching the limits of what can be achieved. When LV opened its brand store in Shenzhen, wealthy individuals from Mainland China and Hong Kong picked out their favorites and paid the money without even asking about prices. ...
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