Louis Vuitton Moodle
Louis Vuitton
Background
Louis Vuitton (LV) is a name of a French man. He is a designer of the fashion industry in 1820s to 1890s. (Anon,2014) This name had been the best fashion brand currently. According to totally brand value top 100 ranking in 2014, Louis Vuitton is standing 19th in the 100 brands. And also it is No.1 of fashion industry in the world. Louis Vuitton was created a luxury brand value and gained the top of world fashionable company in the past 150 years. (Forbes,2014)
Three authors point of first stage – Awareness
Keller’s Awareness
Keller CBBE model awareness point, he means awareness is about consumers understand the product or service what the brand did. It is questioning (who are you?). One of point is category identification, consumer can understand what kind of the product or service of the brand. For example, Louis Vuitton is in the fashion industry. The other point is needs and satisfied. It is about after you paid for the brand, is it satisfying your need? So the awareness is that how can consumer recall the memory of the brand and how they recognize to choose the brand when they have a need. (Keller,2002)
Aaker’s Brand Awareness
In Brand Equity Model, Aaker had mentioned brand awareness too. In his opinion, awareness is brand is known among the public. How the brand can achieve the consumers when they have a need or want. The following have few elements about awareness by Aaker. First is associate the product and its brand. Second is how the consumer familiarity and liking of the brand. A positive brand can reach everybody to talk about. Third is brand will influence the consumers purchase process. That is mean the brand has already live in the consumers’ mind. (Aaker,1991)
Kapferer’s Physique
Kapferer has built his unique model to calculate the brand equity which is Brand-Identity Prism model. To relate to awareness is physique. It is using the best product to achieve awareness. Also physique appearance can show brand quality.
Background
Louis Vuitton (LV) is a name of a French man. He is a designer of the fashion industry in 1820s to 1890s. (Anon,2014) This name had been the best fashion brand currently. According to totally brand value top 100 ranking in 2014, Louis Vuitton is standing 19th in the 100 brands. And also it is No.1 of fashion industry in the world. Louis Vuitton was created a luxury brand value and gained the top of world fashionable company in the past 150 years. (Forbes,2014)
Three authors point of first stage – Awareness
Keller’s Awareness
Keller CBBE model awareness point, he means awareness is about consumers understand the product or service what the brand did. It is questioning (who are you?). One of point is category identification, consumer can understand what kind of the product or service of the brand. For example, Louis Vuitton is in the fashion industry. The other point is needs and satisfied. It is about after you paid for the brand, is it satisfying your need? So the awareness is that how can consumer recall the memory of the brand and how they recognize to choose the brand when they have a need. (Keller,2002)
Aaker’s Brand Awareness
In Brand Equity Model, Aaker had mentioned brand awareness too. In his opinion, awareness is brand is known among the public. How the brand can achieve the consumers when they have a need or want. The following have few elements about awareness by Aaker. First is associate the product and its brand. Second is how the consumer familiarity and liking of the brand. A positive brand can reach everybody to talk about. Third is brand will influence the consumers purchase process. That is mean the brand has already live in the consumers’ mind. (Aaker,1991)
Kapferer’s Physique
Kapferer has built his unique model to calculate the brand equity which is Brand-Identity Prism model. To relate to awareness is physique. It is using the best product to achieve awareness. Also physique appearance can show brand quality.