Brand Resonance Model And Brand Elements (Louis Vuitton) - Assignment Solution

• Introduction 

Louis Vuitton Malletier was originated in 1854 and is also known as one of the oldest known fashion houses. Louis Vuitton's brand is all about durability, quality, fashion, creativity, and uniqueness. The logo of the LV brand clearly defines the brand identity by exploring the past of the company and designed to represent it. Leather items, purses, jackets, boots, accessories, jewellery, cosmetics and watches are included in its offerings. It is one of the world's most growing brands. In 2017, LV introduced a new Paris new store, marking this year's 165th anniversary of the brand. According to Forbes, as of May 2019, Louis Vuitton's brand value was $39.3 billion and its sales were nearly $15.5 billion.

• Brand Elements

Brand elements are normally considered as the brand identities and trademark that differentiate the brands from its competitors. These brand elements can be logos, symbols, characters, slogans, spokesperson etc. Louis Vuitton is one of the powerful and trendy symbols of contemporary Style. This generates creativity with high-quality image of glamorous, trendy, value-for-money and functional modern luxuries (Nagasawa, 2009). Brand identity is the LV luxury brand's Monogram Canvas. The distinct and unique Louis Vuitton monogram is adorned with almost all Louis Vuitton handbags, luggage items and small leather goods. The instantly identifiable monogram is regarded as a prestige icon by customers who are happy to pay for the timeless monograms. Consumers are classy, stylish, and conscious of the brands of designers, seeking value and after-sales service.

There is research conducted in 2018, in which it is identified that Louis Vuitton is not take care of several ethical things that damages its brand image such as Louis Vuitton does not properly care about its labor health, and certain chemicals used by them shows very serious concerns to the environment (Rauturier, 2018).

• Brand Resonance Model 

The brand resonance model is one of the frameworks for building a brand through various steps. This model is also considered as Customer-Based Brand Equity Model (CBBE) which comprises of 6 building blocks to establishing brand equity. These are brand salience, performance, imagery, judgements, feelings and resonance (Keller, 2001). Below is the complete diagram of the model:

Figure 1. Brand Resonance Model

The CBBE pyramid of Louis Vuitton is strong in all sizes.

• Brand salience

LV has generated a high level of awareness on the part of Salience. The extensive use of celebrity endorsements as a means of advertising by the brand, combined with its globally recognized signature monogram, enables it to be in the spotlight continuously and thus to experience broad brand awareness in the segment of Luxury Fashion and Leather Goods. 

Louis Vuitton persisted in this tradition of luxury travel across the whole years as a brand and its first famous product was flat-bottom trunk. In 2010, in his first international Core Value Ad campaign, Louis Vuitton focused on the imagery of travel. This helped Louis Vuitton to keep high brand salience, particularly when customers were trying to buy luxury travel items.