To evaluate relationship in between brand identity and customer retention: A Case study on Louis Vuittons

RESEARCH PROPOSAL

Executive Summary
From this report, researcher will provide a brief understanding about the strategies which will
help the company in maintaining relationship in between the brand identity as well as customer
retention level. By adopting the best plan and policies, Louis Vuittons will be able to capture
large market share in the world thereby making huge profits.

Table of Contents
Executive Summary.........................................................................................................................2
CHAPTER 1 - Introduction.............................................................................................................5
1.1General Overview..................................................................................................................5
1.2 Research Aim........................................................................................................................5
1.3 Research Objectives..............................................................................................................5
1.4 Research Question.................................................................................................................6
1.5 Research Rationale................................................................................................................6
1.6 Research Structure ...............................................................................................................7
1.7 Research Significance...........................................................................................................7
CHAPTER 2 - Literature Review....................................................................................................8
2.1 Factors........................................................................................................................................8
2.2 Critical review.......................................................................................................................9
CHAPTER 3 - Research Methodology............................................................................................9
3.1 Research Source....................................................................................................................9
3.2 Definition............................................................................................................................10
3.3 Research Theories...............................................................................................................10
3.4 Research methodology........................................................................................................11
3.5 Ethical Consideration..........................................................................................................12
3.6 Research Limitations...........................................................................................................13

Title: To evaluate relationship in between brand identity and customer retention: A Case study
on Louis Vuittons
CHAPTER 1 - Introduction
1.1General Overview
Brand identity provides the company with instant recognizable power among its customer
base in the market place. With the help of brand, a customer can meet its needs by consuming it
accordingly. By developing a strong brand image, it helps company in making a distinct identity
in the market which aids to its success and growth in the near future. With the help of strong
brand identity, it helps targeted audience in differentiate from competitors which influences
purchasing decision and thus directly impact profitability level (Ko and et.al., 2019). It results in
building of customer retention level and loyalty base as well. The present report is based on
Louis Vuittons which is a French fashion house dealing in luxury retail business. Its products
include luxury trunks, leather goods like shoes, watches, jewellery, accessories, sunglasses and
books etc. Brand identity helps customer in easy identification of products and thus build
customer loyalty base.
1.2 Research Aim
To evaluate relationship in between brand identity and customer retention: A Case study on
Louis Vuittons
1.3 Research Objectives
 To examine strategies adopted by Louis Vuittons for making relationship in between
brand identity and customer relationship.
 To understand core aspects related to the concepts of Brand Identity and its relationship
with retention of customer.
 To identify challenges being faced by Louis Vuittons in maintaining relationship between
retention of customer and brand identity.
 To provide recommendation to Louis Vuittons for gaining competitive advantages in the
market place with high customer base.