Posted: November 2nd, 2015
Brand Consumption Meaning Across Cultures
Select a fashion brand which, in your judgement, is facing major challenges. You may choose a corporate brand
such as Luis Vuitton and analyse the brand’s competitive position globally or focus on one fashion product
category and brand, e.g clothes.
Now select two very different countries where your chosen fashion brand is present and has been in the shops
there for several years.
Then, using a wide variety of information sources (academic journal articles as well as industry and company
reports) please complete the following:
1. A thorough, critical Strengths, Weaknesses, Opportunities and Threats analysis.
2. A detailed description of your chosen brand’s target market for each of the two different countries
chosen.
3. A thorough critical appraisal of the brand’s consumption meaning, that investigates both
rational/functional as well as emotional meaning, for each of the two different countries chosen
4. A concise discussion of the “gap” between your chosen brand’s “brand identity”, ie intended brand
consumption meaning, and your chosen brand’s “brand image”, ie actual brand consumption meaning, for each of
the two countries chosen.
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