Posted: November 2nd, 2015

Brand Consumption Meaning Across Cultures

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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