Louis Vuitton

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LVMH |

Moët Hennessy • Louis Vuitton S.A. |

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9/12/2013 |

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Brand Image and Brand Personality

According to Bernard Arnault, the Chairman and Chief Executive Officer of LVMH, the company enjoys a unique position in today’s competitive landscape. LVMH blends modernity with tradition and quality. The company recruits and train craftspeople in pursuit of excellence to develop array of skills, innovate, and to enhance the quality. “The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy” (LVMH, 2013). In their mission statement the five priorities that reflect the fundamental values shared by all LVMH’s Group stakeholders are:

* Be creative and innovate

* Aim for product excellence

* Bolster the image of the brands with passionate determination

* Act as entrepreneurs

* Strive to be the best in all we do

Louis Vuitton, a trunk-maker in Paris since 1854, became a legend in the art of travel by creating luggage, bags and accessories. The brand is known to be innovative, elegant and practical. When we see the chocolate-brown leather canvas decorated with quatrefoils and the LV monogram, it is immediately recognized. LV is the international symbol of travelling luxury. The Louis Vuitton brand is the most valuable brand in luxury. The brand symbolizes itself to be noble and is perfection of traditional craftsmanship. It also portrays its product to be excellent and never to disappoint any customers with the quality and finish of their products. They are said to not compromise when it comes to quality of their products. They want their client to see quality in the product as well as display of the items in the store and their experience in the store.

Louis Vuitton offers to provide their...