Leather Goods

Topics: Brand, Branding, Brand management Pages: 80 (27027 words) Published: August 13, 2013
CERAM BUSINESS SCHOOL

MASTER OF SCIENCE IN INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT

LAST NAME:

Van Gorp

GIVEN NAME:

Tinne

NATIONALITY:

Belgian

TITLE:

BRAND BUILDING: TRADITIONAL LUXURY LEATHER GOODS BRANDS ANATOMIZED

CONFIDENTIAL

CERAM Business School – 60 rue Dostoïvski –BP 85– 06902 Sophia Antipolis Cedex – France Tel. +33 493 954 419 – Fax: +33 493 954 429 – www.ceram.edu

Brand Building 2

ABSTRACT Over the years, brands have become more important than their underlying products. Brand building thus became of major importance for companies to remain successful. Nonetheless, brand building is so far still a quite unexplored research area. The aim of this study was to find out how the nine dimensions of a luxury fashion brand as identified by Fionda and Moore (2009) apply to traditional luxury leather goods brands. In order to find the answer to the question case studies were conducted by choosing four traditional luxury leather goods companies. The findings show that the dimensions, as identified by Fionda and Moore, also apply to the brand building process of these traditional leather goods manufacturers. However, these companies do have their own specificities and additional sub-dimensions –website, E-shop, link with art, customization and workshop- were added.

Year: 2008-2009 FIRST NAME: Tinne FAMILY NAME: Van Gorp NATIONALITY: Belgian Title: Brand building: traditional luxury leather goods brands anatomized Keywords: luxury goods, brand building, branding, dimensions, leather goods Supervisor: Professor Ivan Coste

Brand Building 3

DEDICATION AND ACKNOWLEDGEMENTS First of all I would like to thank my supervisor, Professor Ivan Coste, for guiding me during this process as well as for giving many useful insights. Furthermore I would like to thank Aline Dewever, my supervisor at Delvaux for providing the necessary information as well as all my other colleagues. I also would like to show my gratitude to all my professors from CERAM, especially Professor Peter Spier (Strategic Brand Management), and Lessius for making me familiar with the tools and background that were necessary to complete this task.

Brand Building 4

TABLE OF CONTENTS

EXECUTIVE SUMMARY..................................................................................................................... 6 LIST OF FIGURES................................................................................................................................. 8

1. 2.

INTRODUCTION........................................................................................................................... 9 LITERATURE ON BRANDING.................................................................................................. 12 2.1 Brands and Branding ................................................................................................................... 13 2.2 The Luxury Fashion Brand Building Process ............................................................................. 17 2.2.1 Brand Concept...................................................................................................................... 17 2.2.2 Brand Identity....................................................................................................................... 19 2.2.3 Brand Awareness.................................................................................................................. 21 2.2.4 Brand Positioning................................................................................................................. 23 2.2.5 Brand Loyalty, Brand Equity and Brand Value ................................................................... 24 2.3 Luxury Fashion Branding Strategy Development ................................................................. 26

2.3.1 Clear Brand...

References: Nueno and Quelch (1998)* Arnault (2000)* Morgan Stanley Dean Witter (2000)* -Critical mass -Global recognition Phau en Pendergast (2000)* -Well known brand identity Alleres (1999) and (2003)*
Brand/marketing strategy
Critical dimensions (2) Beverland (2004)* Moore and Birtwistle (2005)* -Marketing Sicard (2006) Okonkwo (2007)*
Brand/marketing strategy
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