Digital Media Strategies In Luxury Marketing And Branding

The purpose of this research is to investigate the ways a luxury conglomerate company Louis Vuitton Moet Hennessy does their media strategies.This case study uses theory of brand equity by David Aaker(1992)which is a concept which was started to be used as early as 1980 s,and continued to this day with few modern adjustments by the contemporary scholars.The theory of brand equity is one method to concretize a company's overall brand value.It is a set of perceptions connected to a brand that affects the value of it.This theory is of interest to all players on the market including brand owners,customers,final consumers and competitors.It is explained how brand equity creates value.Using this theory this study explores how a media agency makes a strategy plan for a luxury brand.The theoretical framework of this study is based on the theory of brand equity which has five parts: brand loyalty,brand awareness,perceived quality,brand association and proprietary assets..This case study is using theory of brand equity as its basic for understanding luxury brands,in particular brand Louis Vuitton and its positioning in China through media strategies.The study found five steps in planning a media strategy: competitive analysis,consumer analysis,user behavior,user interviews and an action plan.Media strategists and experts in L'Atelier,the media agency,follow these five steps and create a strategy media framework.