Brand Repositioning refers to changing a brand's status in comparison to that of the competing brands. Repositioning is effected through changing the marketing mix in response to changes in the marketplace, or due to failure to reach the brand's marketing objectives.
Published in Chapter:
Louis Vuitton: Using Digital Presence for Brand Repositioning and CRM
Vandana Ahuja (Jaypee Business School, India)
Copyright: © 2014
|Pages: 10
DOI: 10.4018/978-1-4666-6220-9.ch017
Abstract
Louis Vuitton is a potent symbol of modern style and creates innovative, elegant, and practical modern luxury items. While maintaining a superior positioning as a luxury item with a sophisticated brand value, the company also wants to attract other segments of potential consumers by leveraging its attributes of elegance, brand personality, desirability, luxurious image, stylishness, value for money, high quality, and being an everlasting product. For this purpose, the company is effectively using the digital media space to shape consumer perceptions, leverage consumer engagement, and promote its heritage. This chapter explores Louis Vuitton's e-retail site, its online application, and the quark publishing platform which is effectively used in the digital domain.