brand strategy

Introduction

This report discusses the brand strategy of two luxury fashion brands, Louis Vuitton (LV) and Burberry. Both companies have longstanding traditions of craftsmanship and provide quality and premium products to their customers. At the same time, their approach to marketing and communications strategy differentiates them from other luxury brands, allowing each to stand out in todays competitive market.

Louis Vuitton

Louis Vuitton was founded in 1854, and is one of the most well-known and respected luxury fashion brands. LV has positioned itself as a leader in the fashion industry though innovation, craftsmanship and design. The brand is known for its iconic monogram and its high-quality, sophisticated products.

LV’s marketing strategy is focused on creating an aspirational and unique brand identity, rewarding loyal customers and providing exclusive experiences to create an emotional connection with a wider audience. Through its iconic ad campaigns, LV has created a distinct brand image and an aspirational lifestyle associated with its products. To further strengthen its brand loyalty, LV has launched initiatives such as the Christopher Balestra store, which provides customers with personalized shopping experiences, and See Now Buy Now fashion shows.

Burberry

Burberry is another well-known and established luxury fashion brand, which has been in operations since 1856. Just like LV, Burberry is known for providing high-quality and luxurious products, while also fostering a lifestyle oriented around its core values.

In terms of its marketing and communication strategy, Burberry focuses on digital innovation and strong consumer engagement. The company is constantly investing in digital technology and integrating it into its campaigns and services such as real-time access to look-book images and products. Additionally, Burberry has focused its consumer engagement efforts on building an online community, which allows customers to interact with the brand and share their experiences.

Conclusion

Both LV and Burberry are two iconic luxury fashion brands and have strong brand identities within the market. While the two brands have a lot in common—including their focus on providing quality and premium products and their commitment to innovation—their approaches to marketing and communications strategies differ. LV has positioned itself as a leader though aspirational campaigns, while Burberry has focused its efforts on digital technology and strong consumer engagement. Both approaches have led to success, and the two brands have been able to stand out and remain relevant in todays competitive fashion industry.

There are many elements that make up a solid brand strategy. It encompasses everything from how a product or service is marketed and the emotions it elicits in its customers to the backstory of the parent company or franchise. This strategy should be cohesive and organized.

A successful brand strategy will tap into the emotions of the consumer by creating an image and story that target audiences can relate to. They will also help ensure that a company’s products are differentiated from those of competitors. It is essential to have a clear sense of what makes the product unique in order to create a well-defined brand strategy.

Design is a key element of brand strategy, as it helps to convey the brand’s look, feel and story. A consistent logo, layout and colour palette creates a recognizable brand identity that customers will come to recognize and associate with. Additionally, the right font, photography and height graphics can help to create a unique experience that sets one product apart from the rest.

Engaging content is also an important factor in brand strategy. Through interesting and informative content, customers can get to know the company and develop a deeper connection with the brand. This could be through blogs, videos, or even webinars. It’s also important to stay up-to-date on the latest industry trends and technology. Companies that stay on top of their markets will stand out from the competition.

Finally, the brand strategy must be given life through powerful marketing campaigns. Whether it’s a Super Bowl commercial, a clever guerilla tactic, or a clever presence on social media, the brand strategy should be at the forefront of all campaigns. This ensures that the product or service remains memorable and recognizable.

To summarize, a strong brand strategy consists of several key components. It should have a distinct look, feel and story that are communicated through design, content, and engaging marketing initiatives. This strategy should be cohesive and organized, so that customers can easily recognize the brand and come to associate it with positive experiences.