Luxury Brand Strategy of Louis Vuitton
Shin'ya NAGASAWA*
* Graduate School of Commerce, Waseda University Tokyo, Japan, nagasawa@waseda.jp
Abstract: By systematically breaking down th e strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, and Promotion), our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words, the object is to distill the rules and principles of…
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