Brand resonance of Vuitton and Hemes or how the costumers perceive them?

Louis Vuitton is one of the most famous luxury brands, defending during the time a strong identity and an old heritage of 150 years.

Hermes is manufacturing exclusive luxury goods, well known for their quality, since 1837.

Relying on this, Louis Vuitton and Hemes have built a strong brand identity in the mind of the costumers, thanks to the same process of production: Handmade recognizable goods, made from high quality materials and marked by the famous logos “LV” and “H”.

Louis Vuitton, is one of the most reliable and valuable brands worldwide, winning for six consecutive years the award of the most valuable brand  according to” Millward Brown Optimor's 2011 BrandZ  study”, judging it’s old legendary quality heritage, it’s innovations and creations and the ever-lasting side of the brand.

Hermes brand is attached to its family heritage, and produced in France to keep its exclusive mark.

Both brands are perceived by the customers as prestigious and legendary luxury brands, representing the French prestige and quality.

Those consumers are mature (25+), female, working people, with stable financial background and mainly stylish and fashionable, less price-concerned, attracted by the world of those brands and famous icons representing them.

Nowadays there are also an increasing number of young trend-followers consumers.

To satisfy their costumers, the companies provides a very efficient after sale service, an official website, and official stores to control quality and pricing (even if Hermes is not present worldwide and is more expensive).

 Both companies are looking for behavioral loyalty, mostly for regular purchasers, but also attitudinal attachment, pushing the costumers to love the brand and be part of the brand experience, not only buying a simple good.

Louis Vuitton and Hermes are also encouraging an active engagement to their brands, which is the strongest example of brand loyalty. Customers are actively engaged with the brands, even if they are not purchasing it or consuming it.

They can join a club related to the brand, participate in online chats, marketing rallies, or events, or even follow the brands on social media and take part on outside activities. 

Sources: http://en.wikipedia.org/wiki/Herm%C3%A8s
              http://en.wikipedia.org/wiki/Louis_Vuitton
              http://www.mindtools.com/pages/article/keller-brand-equity-model.htm
Mnebhi Loudyi Omar