When the global financial tsunami because of the economic downturn a recession, the technology industry into the economic doldrums, the global chemicals industry psychiatric segment due is still not affected, the luxury goods pertaining to the operation of the Group, its brand value far exceeds the practical value of the product itself , was not only both classic and brand pandemic. Products to how to design and creativity to engage in global strategic management, use of mechanization on the the way of a unified image of everything the world's taste and style to attract the same consumers, quality fashion itself as a result of the special character and its products produced in other than value-added, resulting in fine fashion to build the business and brand strategy may be quite different from general consumer products.In recent years, power consumption of the Asian market as a result of the strong brands in many European goods more alcohol began to pay attention to this piece of the market in Asia. Mental Taiwan market competition and more heated, especially civilians legitimate luxury of the wind, the more worthy of our consideration.In this case study, Aaker and Keller comprehensive two scholars point to build brand equity through a case study of a method (case study), a French luxury products for the brand Louis Vuitton, come to the fore in the global competition in the market's success to carry out in depth interviews, and through secondary data collection, to explore the market in Taiwan to build brand equity and action methods.
The main purpose of this study found that roughly summarized as follows:
1. Brand of luxury products-of-origin image and brand to create the background and
history will help build brand image.
2. Continuous research and development into products and overseas market expansion,
brand equity is the focus of luxury boutique practices.
3. The success of cutting-edge designer brands younger image reconstruction is to create
an important source of brand awareness.
4. A high-priced luxury products and non-discount customers to shape the brand
perception of high-value brands to build brand image.
5. To maintain an independent quality brand image and sales, outlets and flagship stores
in the form of the establishment of brand equity.
6. Direct attention to the choice point to repeat before the exposure of consumers and
enhance the effectiveness of ads to raise brand awareness.
7. Led the strong access control capability, a blend of high-quality image of a luxury
boutique.
8. Advertising and event marketing as a brand marketing communication, to increase brand awareness and create a unique brand image.
9. In Taiwan, to ensure that the global image of the induced to adopt global strategies to establish brand equity products.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0725109-114821 |
| Date | 25 July 2009 |
| Creators | Liu, Hsiu-ling |
| Contributors | Jun-ying Huang, So-de Shyu, Huei-mei Liang, Ming-rea Kao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0725109-114821 |
| Rights | restricted, Copyright information available at source archive |
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