Consumers like brand items, while researchers like brand theory. Although scholars also use the word “brand” to refer to the likes of Coca-Cola and McDonald’s, there is a vast gulf between these brands and the luxury brands we e xplored i n t he p revious b ook. I n researchers’ brand m anagement theories, one r arely fi nds m ention of representative luxury brands like Louis Vuitton or Dior, or of LVMH.
Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although small in scale .
This time let us fo cus on th e grand champion of the LVMH empire: the Louis Vuitton brand. By systematically breaking down the strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, an d Promotion), our aim of this study 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 success strategies for luxury brands as well as to derive a business model for success. Showing that the current rise of Louis Vuitton isnot a co incidence bu t rath er something achiev ed throug h strategy will su rely b e of in terest to firms struggling with lack of brand power or those looking to boost brand power

Louis Vuitton first started in Paris, in the year of 1854 -- and of course we all know since the start this company has become one of the world's most famous makers of high quality luxury goods. When Louis Vuitton first started he made mostly luggage, and large trunks -- he also made handbags mostly made out of leather. Louis Vuitton luggage was a huge hit in the start of his career, and gave him enough business for the need to relocate, and he did so to the town of Asnieres in 1860. In the year of 1885, Louis Vuitton expanded once again and opened up his first store in London. Louis Vuitton continued advancing his line and