Louis Vuitton

As someone who has interest in the fashion industry, I have developed an appreciation for the many different designers, especially pioneers in the industry. As a loyal and regular client of Louis Vuitton, I have grown to have tremendous respect for the company. With works originating back to 1854, Louis Vuitton has grown to become the most recognizable fashion brand in the world. It is owned by LVMH (Louis Vuitton Moet Hennessy), which also controls luxury brands such as Givenchy, Céline, Moët, Veuve Cliquot, Bvglari and Tag Heuer. The following five brand elements are what give Louis Vuitton its unique identity and regarded reputation on a global scale.

1.  Identity 

Louis Vuitton is most recognized for it's Monogram pattern - the "LV" logo accompanied by flowers, arranged in a pattern.

2.  Image

Louis Vuitton has adopted an image of a luxury, high end fashion house. People perceive Louis Vuitton products as being of very high quality, due to its high price and sometimes premium clientele.  Its products are seen as desirable, because they are not accessible to everyone.

3. Positioning

Louis Vuitton targets itself towards typically well established, professional men and women. This is evident through its high prices and client services to suit its customers' busy lives, such as personal shopping. Aside from clothing, Louis Vuitton is most known for its luggage and leather goods.

4. Personality

Louis Vuitton's personality can be interpreted in different ways. Some of its pieces can give the company a youthful appeal, while other products create a more professional, "exclusive" personality. Its logo reinforces the feeling of elegance and class.

5. Equity

Louis Vuitton, and the brands owned by LVMH are of the most recognizable in the world, and the most valuable.