Luxury Brand: Managing Brand Image

Once the value proposition of a brand is established, it is equal to spreading the value network of the brand. Next, we must revolve around this brand to brew a customized strategy to make the brand grow and grow.

Therefore, a very important ability of luxury high-end brand management is to manage brand image.

In this regard, Louis Weedon's reactivation of the classic flower pattern Monogram is a case worth learning from.

1896,

In order to commemorate the father of LV (Louis Vuitton) who died four years ago, he took the initials of his father's name "LV" to create the Monogram pattern.

It was a revolution at that time, a French modern.

One of the symbols of rising.

The Monogram pattern is made up of flowers and letters. Whether the design comes from the New Gothic style or is influenced by Japanese taste (Japonisme) is still inconclusive.

The house of the Weedon family may also bring inspiration to George.

Nowadays, Monogram is famous for its name or pattern, and becomes Louis Weedon.

Logo.

As part of the 160th anniversary commemoration, Louis Weedon invited six photographers and art directors to participate in the "tribute Monogram" project, including Karl Lagerfeld, Frank Gehry, Cindy Sherman, Marc Newson, Christian Louboutin, and Newson et al.

The creativity of the six big coffee companies is very subversive.

Among them, Karl Lakfield (Karl Lagerfeld), who is known as "Lord of Buddha", designed a boxing equipment.

In Carle's view, more and more women (of course, men) are beginning to get into boxing.

It was also a costly exercise, so Karl Lakfield designed the huge suitcase with a boxing bag and wanted to design a handbag with inspiration inspired by it, and had different sizes in the style, so that he could carry it to the boxing ring.

"This is a very outstanding case. It tells us how to manage the brand image, consciously control the image of the brand, and reactivate it once in a while to let it burst into new vitality."

Michel Guzez commented.

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China's luxury market began to slow down in 2014, and many people were not optimistic about the luxury market.

A.T. Kearney, a famous American management consulting firm, believes that China's luxury market has entered a mature stage. About 11-15 luxury brands have entered the market. China is still the place where luxury goods shine in the eyes of Coneal.

The A.T.Kearney global retail development index report shows that, according to the entry situation of luxury goods in different countries and regions, the "mature", "middle" and "emerging" three markets are divided from the number of entry brands.

Among them, China, Brazil, Kuwait, Malaysia, Russia and Saudi Arabia are listed in the mature market. About 10-15 brands will enter. Secondly, India, Mexico, Jordan and Columbia are included in the "middle market". About 6-10 brands will enter, and intelligence, Sri Lanka and Uruguay are listed in the "emerging market", with about 5 brands entering.

According to the research report, "emerging markets" are very important for brands because they account for 30% of the global luxury market. From the perspective of luxury market strategy, "emerging markets" need brand focus to overcome the difficulties initially entering the market, but in the long run, they will gain greater benefits.

For China and other countries, the risk of brand experience in the market is relatively low, but in the face of all kinds of competition, it is relatively fierce.

For the "middle market", brand needs to create a positive brand image, and ready to seize the opportunity to become a top brand.