This brand audit report is for Louis Vuitton. The purpose of doing this is to evaluate the brand equity of Louis Vuitton,both from the customers' and firm's perspective. As thebrand equity is based on brand knowledge, (Keller, 2003)the brand audit is carried out through a survey designed tomeasure two components of brand knowledge; namelybrand awareness and brand image. In conclusion, it wasfound that the consumer can recall Louis Vuitton and theydo recognize the brand. They also see Louis Vuitton as abrand that represents quality, expensive and exclusive andis unique when compared to other brands such as Gucci. This result will hopefully be able to set the strategicdirection for the Louis Vuitton brand.
Louis Vuitton was formed in 1854, its earliest inventionsincluded the idea of designing luggage that was flat andcould easily stack in railway carriages. 152 years later,Louis Vuitton is a well-known international fashion labeland its company, LVMH Moet Hennessy - Louis Vuitton,believes it still stands for the highest quality products. Witha wide range of products comprising of leather goods,ready-to-wear, shoes, watches, jewelry, textiles, writinginstruments and accessories, Louis Vuitton have brandedthemselves as traditional yet innovative to capture itstarget market. Is what it believes in correct? This reportwill attempt to measure the brand equity of Louis Vuitton,based on Keller's brand knowledge model by conducting abrand audit.