A Critical Analysis of Relationship between Brand Identity and Customer Retention

This research explores the relationship between brand identity and customer retention, with a case study of Louis Vuitton's customer retention strategy. It examines the strategies adopted by Louis Vuitton, core aspects of brand identity, challenges faced, and provides recommendations for gaining competitive advantages.

A Critical Analysis of Relationship
between Brand Identity and Customer
Retention
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A Case Study of Louis Vuitton’s
Customer Retention Strategy
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EXECUTIVE SUMMARY
From this report, the 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. This research explored the relationship between brand identity and
customer retention. By adopting the best plan and policies, Louis Vuitton will be able to capture
large market share in the world thereby making huge profits. In the present report data will be
collected by using the primary and secondary source as well. There will be different tools and
methodologies used for collection of data and also analysis such as research philosophy, data
collection, data techniques and others. The questionnaire will be developed for collection of data
regarding the specific subject area.
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Table of Contents
EXECUTIVE SUMMARY.........................................................................................................................2
CHAPTER 1: INTRODUCTION..............................................................................................................4
Overview of Research..........................................................................................................................4
Research Aim........................................................................................................................................5
Research Objectives............................................................................................................................5
Research Questions.............................................................................................................................5
Rationale of Research..........................................................................................................................5
Research Structure...............................................................................................................................7
Research Significance.........................................................................................................................7
CHAPTER 2: LITERATURE REVIEW...................................................................................................9
Strategies adopted by Louis Vuitton for making relationship in between brand identity and
customer relationship...........................................................................................................................9
Core aspects related to the concepts of Brand Identity and its relationship with retention of
customer..............................................................................................................................................10
Challenges being faced by Louis Vuitton in maintaining relationship between retention of
customer and brand identity..............................................................................................................11
Recommendation to Louis Vuitton for gaining competitive advantages in the market place with
high customer base............................................................................................................................13
CHAPTER 3 - RESEARCH METHODOLOGY...................................................................................15
Research Source................................................................................................................................15
Definition..............................................................................................................................................15
Research Theories.............................................................................................................................15
Research methodology......................................................................................................................16
Ethical Consideration.........................................................................................................................17
Research Limitations..........................................................................................................................18
CHAPTER 4: DATA PRESENTATION AND ANALYSIS..................................................................20
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS............................................................32
Conclusion...........................................................................................................................................32
Recommendations..............................................................................................................................33
REFERENCES........................................................................................................................................36
APPENDIX...............................................................................................................................................40
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CHAPTER 1: INTRODUCTION
Overview of Research
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. Brand identity refers to visible components of the
brand for an instance design, logo, color which determine and differentiate brand in
mind of customers. Brand identity helps company with immediately identifiable strength
at the market place among its customer base. 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 a competitor who 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. Brand identity helps customer in easy
identification of products and thus build customer loyalty base.A consumer can satisfy
needs by consuming this accordingly with the aid of the brand. The strong brand identity
helps in enhance the reputation and image of company. It helps in attract the large
number of customers towards company and sustain them for long period of time. The
customer retention is ability of an organization to sustain its consumers over time
period. It measures how many consumers an organization keeps at end of decided
period of time and number affected through new consumers acquired. In order to retain
the consumers, company makes its brand identity strong so that it can attract those
(Mihas, 2019). Louis Vuitton is French fashion house and the luxury retail organization
founded in year 1854 through Louis Vuitton. Labels of this company appear on many of
its products such as watches, sunglasses, books, jewelry and some other leather
products. Brand of Louis Vuitton concerns quality, innovation, authenticity, concerns
and reliability (Mahmoud, Hinson and Adika, 2018). The symbol of this company defined
sharply brand identity through mining organization history and also design for express
that.
Brief description of Louis Vuitton
Louis Vuitton is a French fashion house dealing in luxury retail business. Its products
include luxury trunks, leather goods like shoes, watches, jewelry, accessories,
sunglasses and books etc. This company was founded in year 1854 by the Louis
Vuitton. It operated in around 50 countries with more than the 460 stores in all over the
world. In Louis Vuitton, there are around 121,289 staff members working. This
organization has secured generous market share in limited market in it operated. Its
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services are for the niche market of the high end consumers. The revenue of this
company was €53.7 billion.
Research Aim
To evaluate relationship between brand identity and customer retention: A Case
study of Louis Vuitton.
Research Objectives
 To examine strategies adopted by Louis Vuitton 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 Vuitton in maintaining relationship
between retention of customer and brand identity.
 To provide recommendation to Louis Vuitton for gaining competitive advantages
in the market place with high customer base.
Research Questions
 Which strategies as adopted by Louis Vuitton will make relationship in between
brand identity and customer relationship better?
 What are the core aspects of Brand Identity and how it affects relationship with
retention of customer?
 What are the challenges being faced by Louis Vuitton in maintaining relationship
between retention of customer and brand identity?
 Any recommendation to Louis Vuitton for gaining competitive advantages in the
market place with high customer base?
Rationale of Research
It is very important part of the research because it helps readers to evaluate the reasons
due to which researcher has conducted the study. Further, it justifies the significance of
the study. The reason of conducting study on analyzing the relationship between
customer retention and brand identity is that, it is the current buzzing topic in this
business world (Abeysekera and Dawson, 2015).
Industry Rationale- As Louis Vuitton company deals in the fashion industry and it has
large number of the competitors such as Fendi, Coach, Michael Kors, Prada and Gucci.
The research provides understanding that, a strong brand name of the business helps
to create positive image in the mind of clients. It helps to retain loyal customers in the
company for a long period. Another reason of choosing this topic is that, researcher has
personal interest to gain understanding of the strategies that help business to
understand the relationship between customer retention and brand identity. Louis
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Vuitton is one of the leading luxury product group, revenue of €53.7 billion and 15%
organic revenue growth was 10%.
Figure 1: Louis Vuitton is the World's Most Valuable Brand
(Source: Louis Vuitton is the World's Most Valuable Brand)
Personal Rationale- The Researcher wants to enhance the knowledge in respect of
the chosen topic. The researcher performs the study on identifying the barriers or
challenges that are faced by the organization for maintaining an effective relationship
between brand identities and retaining loyal customers in the business. Another major
reason behind performing the study is to gain an understanding of the concepts related
with brand identity that is design, logo etc. and its relationship with customer retention in
the business. One of the major purposes behind performing research on this topic is to
provide recommendations and steps that will help company to secure competitive
advantage against competitors by developing large customer base. The rationale of
research helps in provides the reason behind conducting an investigation. Present
report is taken into consideration on the evaluate relationship in between brand identity
and customer retention (Li and et. al., 2018). From performing the present investigation,
learner can able to get the knowledge regarding brand identity and also customer
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retention in detailed manner. The brand identity helps in make the image of an
organization strong and also retains the consumers at market place. An investigator
conducts a study to identify the obstacles or difficulties which the company faces in
order to establish an efficient partnership between brand identity and retaining loyal
customers in the sector. Other than this, for personal interest learner conducts the
investigation because from this it can able to gain the better understanding and
enhance knowledge base in a better manner.
Research Structure
As per the proposal made, following is the structure which has been followed for
making research proposal:
Chapter 1 – Introduction
In this chapter, a brief introduction about the relationship in between brand
identity as well as retention of customer group strategy in relation to Louis Vuitton will
be defined.
Chapter 2 – Literature Review
As per the point of view of different authors, critical analysis will be done for
evaluating relationship in between brand identity and customer retention strategy of
Louis Vuitton.
Chapter 3 – Research Methodology
This part of research proposal will define, that what type of research study is
conducted along with research approach, philosophy used. Also, it will define about
sampling, data collection as well as analysis process. Furthermore, explanation related
to ethical consideration and limitations being faced by researcher in completing this
research study will be made (Ciunova-Shuleska and et. al., 2017).
Chapter 4 – Time line
In this chapter, explanation related to the minimum time frame within with the
whole research study will be completed has been defined.
Research Significance
The term significance plays an important role in the context of research. The
present research is very important for the researcher because it helps to improve the
knowledge of the researcher in respect of the relationship between customer retention
and brand identity. It also helps the researcher in academic career. This research will
also be helpful for the company that are operating their business in similar industry to
develop the strategies that helps to maintain relationship between brand identity and
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retaining loyal base of clients in the business. The research will also assist in convincing
other people in respect of the problem of the study. Further, it also helps to convince the
readers of research the importance of the study and also the competence of researcher
(Norris, 2015). Also, this research can be used by the competitors within the same
industry as they also have the same working, and they will also benefit from the
concepts of brand identity for attracting more and more customers. Major significance of
conducting the study on this topic is for other research scholars as this study will help
them to perform similar research studies in the future. Moreover, it will help to save time
and cost of other researchers. They can use this as a base for conducting own study
and can continue with their own research. The study will also help students to prepare
projects on similar topics.
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CHAPTER 2: LITERATURE REVIEW
Literature review refers to a detailed review of previous work on the subject. This
helps in giving theoretical contribution to particular field of study. This research part
assists in presenting readers about ideas and the information that has been built on the
subject. This part of the study is focused on the secondary data collection system. The
sources to collect information from secondary sources are books, articles, journals and
others (Madziwa, 2016). It is easy for researcher to collect information from using
secondary sources within specific time period.
Strategies adopted by Louis Vuitton for making relationship in between brand identity
and customer relationship
As per opinion of JR Tuttle (2018) Organisational branding is explained as practice of
promoting brand name of organisational entity as opposed to particular service or
products. Activities that go into organisational branding are varied from the service and
product branding due to scope of organisational brand is much wider. Corporate
Branding is an action of using the company's brand name as part of the overall
promotional campaign and contact to stakeholders. It is the intangible attitude and spirit
behind the business that gives it a distinctive reputation in the market and in the minds
of customers. It is a much wider term compared to the marketing of the company's
goods and services.
According to opinion of Natalie Duyne (2020) Brand identity refers to image what
an organization wants to project in mind of customer. It is totally control through an
organization opposite to the brand reputation which gets formed own its own. This is
feature related with particular organization, service and product through which this is
expressed to world and differentiates it from the other organizations, services and
products in similar area. Brand identity is a unique to be holder of similar and mainly
used to communicate with target Market by different branding as well as marketing
strategies. On the other hand, customer relationship is development of ongoing
connection among an organization and its consumers. Relationship consists Marketing
Communication, technical assistance, customer service and sales support for desktop
relationship is mainly measured through degree of satisfaction level of customers by
purchasing cycle and also following the receipt of services and products. Louis Vuitton
focus on developing the better and positive relationship with its customers by providing
them high quality of services and products so that their needs can be satisfied and they
can sustain for long period of time. The strong brand identity helps in attracting the
customers and develops the positive relationship with them.There are different
strategies given below which used by Louis Vuitton for making the relationship in among
brand identity and the customer relationship:
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Promote Engagement by Content Marketing- Although traditional methods of
advertising may still be valuable, trying to convince people about product exists, and
maybe hitting an emotional chord but content marketing offers and the consumer a
different kind of value. When focus on the relationship marketing, content should be
helpful for audience to get the more services from Louis Vuitton.
Develop promotional strategy- This helps in develop the social media
presence by using appropriate channels to interact directly with target audience on
Twitter, Instagram and Facebook. These all things help Louis Vuitton to develop the
content marketing which states to company about the content to communicate with the
target audience (Venkatesan, 2017).
Challenges of branding
As per opinion of Katerina Pouspourika (2019), there are some challenges of
branding mention below:
Brand knowledge- Brand become strong and should connect with brand note in
mind of consumers. The brand knowledge is a brand node that has been linked to a
number of associations. It includes the brand name, the branding feature, other brand
advertisements, the product type, evaluation reactions to the brand and advertisement.
Financial challenge- Under this, there is a need to company to arrange the
sensible budget to branding and for marketing of product. It is necessary consideration
to aware the people about product.
On the other hand, Avinash Chandra (2020) states that Branding is not easier for
an organization. According to his opinion that branding is not about giving name or
attractive logo, it is more challenging tasks for company. He thought that branding is
challenge of cash or dealing with the short term finance. It requires more investment.
Other than this, consistency is also a main challenge of branding. There is a need to
keep message consistent across all time, media and platforms. This needs keeping
brand revenant through searching the new ways in order to articulate massages so that
this stays more consistent.
Core aspects related to the concepts of Brand Identity and its relationship with retention
of customer
On the basis of brand identity is authenticity and essence of any brand. It included
unique set of the brand associations which organization works to developed in market.
Visible components of a brand for an instancename, design, colors, logotype and
symbolwhich together determine as well as differentiate brand in consumers' mind.This
association portrays what brand is and it related promises to consumers. It is that image
which an Organization wants to project in mind of customers. Steam from company that
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is responsible for developing differentiates products with the unique characteristics. A
company communicates its identity through customers by is branding as well as
marketing strategies. In the brand identity is bundle of the functional and mental
associations with brand. It is total promise that a company makes consumers brand can
mainly be perceived as products, set of values of a personality that occupies in mind of
customer as it is all that a company wants brand to be considered as.
‘According to Neil Patel (2019)’ customer retention is explained as activities as well as
actions which an organization takes to minimize number of consumer’s defections. The
main goal of customer retention is to help organization to sustain large number of
customers and make them loyal towards company. The customer retention helps and
organization to enhance its sales as well as productivity. In context to this, the brand
identity helps to make image of form better in able to retain the customer for long period
of time at market place. On the other hand, customer retention begins with contact a
company with its customers and also continues and lifetime of relationship with existing
consumers. The measurement of the customer retention should be differentiating
between the actual customer behavior and behavioral intentions (Simarmata and et. al.,
2017).
Importance of customer retention
On the basis of Josh Chapman (2020) Customer retention concept in marketing is
process of influencing existing customers to keep buying goods or services from
company. The customer retention helps in enhancing the brand value and the
reputation of company. It is helpful in developing the positive relationship with
customers. The impact that current customers will have on the sales is one of the key
importance of customer retention. If a consumer has used Louis Vuitton services before
and has had an excellent customer experience, they are much more likely to come back
in future.
As contrary to this, Ian Varley (2019) said that Customer retention is related to
profit of business. He stated that 5% enhancement in customer retention generated
more than 25% enhance in profit level. That is because consumers purchase more from
a business over time and high operating costs over time. Therefore, loyal clients will
create recommendations for the company more likely. Improved retention of clients
should be a priority for business owner and needs nothing more than outstanding
customer service for a well-defined target audience.
Challenges being faced by Louis Vuitton in maintaining relationship between retention
of customer and brand identity
As per opinion of Sampson Lee (2020) with the aid of a positive brand image as created
by the company's effective brand identity campaign, this makes consumers improve
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their buying decisions. Brand image also represents the overall value of the company's
brand in the eyes of its global customer audience. As Louis Vuitton is a large size
organization and it provides goods in all over the world. It has a strong brand identity
with loyal customers. This company provides its goods or services at high cost so only
the high class people can afford its goods. As Louis Vuitton is successful brand but it
does it give the better retail experience that fulfils requirements of customer? The issue
that Louis Vuitton faced in maintaining relationship between retention of customer and
brand identity are aggressive service that makes customers feel disturbed, poor
shopping environment, long waiting time for the process of shopping, incomplete
product range and many others. These all issues develop the negative impact on mind
of customers and negatively impacted the productivity of company. This also affected
the customer’s retention at market place. It is necessary to Louis Vuitton to focus on
removing all the issues so that customers make trust on company and also make loyal
to it (Mahmoud, Hinson and Adika, 2018). Other than this, with the help of a better
brand image as formed through successful brand identity message from the company, it
helps customers in changing their purchasing decisions the brand image also reflect the
overall performance of the company's brand in the eyes of its customers group across
the globe.
Challenges in employee retention
1. High competition and attractive marketing strategies of competitors
2. Low priced market place such as online shopping platform like Amazon etc.
(Homburg, Jozić and Kuehnl, 2017).
3. Poor marketing as well as promotional strategies of company.
Factors Challenges
Following are some factors which affect brand identity physical appearance,
personality culture, self image of consumer, reflection as well as relationship with
customer. Such factors define the brand identity as well as limitations within
which company is free to change, develop such brand.
 Types of customers
On the basis of Ken Dooley (2019), Customers plays a necessary role in
business. For understanding the behavior of customers and allocate the better
resource to various consumers, this is important to determine and segment the
various kinds of consumers. There are different kinds of customers given below:
Price buyers- These kinds of consumers wants to purchase the services
and goods on low cost. They are nor more concerned regarding relationships
and values.
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Need based customers- A specific need determine requirements for
customers. In other words, these kinds of customers quickly enter the shop, buy
required items and leave. Such consumers buy and are hard to up sell for a
particular need or event. It is important to remember that consumers based on
preferences will easily be attracted to other firms.
Relationship buyers- These customers are committed to trust and to
maintain good relationships with their providers.
For making high profits in the market place as well as for acquiring large share, it
is very much important for Louis Vuitton to target its audience and customer in
market place (Bilgihan, Kandampully and Zhang, 2016). By delivering quality
products to its customers across the globe, Louis has been able to make large
profit as well as customer base. Its customers mainly include women, girls across
world.
Recommendation to Louis Vuitton for gaining competitive advantages in the market
place with high customer base
According toJared Lewis (2020) Competitive advantage refers to condition that
puts an organization in favorable business position. It is gained through providing the
consumers Great Value through means through means of less cost for giving high
benefits which can satisfy the needs of customers. In order to gain the competitive
advantage at market place there is a need to company to provide the better value to
customers. Competitive advantage is quality that makes it possible for a firm to
outperform its rivals. This helps a firm to reach superior margins relative to its
competition and creates value to the business and its shareholders. There are some
ways given below by which Louis Vuitton can get the competitive benefit with the high
customer base:
 Company should use the cost leadership strategy and this is mainly achieved by
the large scale production where Louis Vuitton can exploit the economies of
scale.
 Louis Vuitton can use the defensive strategy because this allows business to
distance itself from competition and also maintaining the competitive benefit.
Critical review
As per the view point of Kahn, Inman and Verhoef, (2018), for a company to
capture large market share it is very much essential to formulate sound business plans
as well as strategies. By adopting and designing an appropriate as well as effective
brand identity message, Louis Vuitton can attract large number of customers. Also, this
adds to creation of positive brand image among the mindset of its targeted market
audience and other customer group across the globe. For maintaining the relationship in
between the brand image of the company and customer loyalty base, it is very much
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essential for the company to deliver proper message so as to enhance its customer
loyalty level on the actual basis. Furthermore, the brand image of the company reflects
the performance of company or brand identity from the point of view of customers which
is considered as the key issue to make judgment about the performance of brand
identity (Arora and Kaur, 2018).
However on the critical note, Magatef and Tomalieh, (2015) stated that for
maintaining brand image every business organization is required to incur some cost
expenses. Also, it has been evaluated that there are no specific theory which are
concern with the relationship as existing in between brand identity and customer loyalty
base of the Louis VuittonCompany. For maintaining such relationship it is very much
important on the part of the company to formulate an effective strategy as well as plan
related to the subject matter. Also, it has been identified that if the company is having a
desirable image, then it will lead to high level of customer satisfaction and preference
but on the flip side with an undesirable image it can result into dissatisfaction which
means there is positive relationship in between the brand image of company and
customer satisfaction.
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CHAPTER 3 - RESEARCH METHODOLOGY
The term research methodology is defined as a systematic plan with the help of
which the researcher undertakes its research study in an effective as well as successful
manner. It states the manner in which data will be gathered and its analysis process,
sample size chosen etc. The research methodology is helpful in providing the better
tools and techniques for collection along with analyzing the data in a significant manner
(Muhonen, Hirvonen and Laukkanen, 2017).
Research Source
The research sources are those which help in collecting the data and information
for completing an investigation. For completing this research study, the researcher has
beenmaking use of both the primary as well as secondary sources of data collection
process. With the help of primary method, researcher has been able to gather
information from different sources such as telephonic interview, questionnaire, survey
etc. It is pure and in its original form as collected by the researcher itself and such
research study is based on raw data (Kumar, 2019). On the other hand, in case of
secondary method, researcher makes use of information which has been already
analyzed as well as interpreted. The secondary data basically includes books, articles,
journals, newspaper, annual reports etc.
Definition
 Research method – The term research method is defined as a strategy which can
be used by the researcher for successful implementation of the research plan
made. The method to be chosen for completing research study depends on the
aims and objectives as framed (Willis, 2019). Many scholars as well as researchers
makes use of different types of research methods such as observation, survey,
interviews, analysis of secondary data etc.
 Research design – It is a plan or structure which has been used by the
researcher in conducting of research study in successful manner. With the help
of research design, it assists the researcher in answering all the research
questions appropriately so as to obtain a meaningful conclusion. There is
descriptive, explanatory and experimental research design. In the present
investigation, descriptive research design has been used because this provides
the detailed explanation regarding the subject area (Chahal and Bala, 2017).
Research Theories
Primary research - Is known a first handed information which is pure and in its
original form which is collected by the researcher itself. The main aim of gathering
primary data is to receive its authenticity as well as reliability features of data as it has
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not under gone any statistical means before. Example of primary data includes:
Questionnaire prepared, survey, telephonic and personal investigation (Marttila, 2017).
Merits
It assists researcher in assessing to original data form as required for its
conducting such study (Bresler and Stake, 2017). There are different methods of
conducting primary research such as questionnaire, survey, interview etc.
Demerits
The process of primary research is considered as one of the most time -
consuming process in relation to data gathering. Another demerit is related with the
large amount of cost expenses incurred for carrying on such research.
Secondary research – Are those data which are collected by the researcher with the
help of published sources or which has been already published somewhere in the
article, book etc. It can be used by the researcher in conducting its research
successfully as it is already analyzed with the help of statistical tools and methods
(Rahi, 2016). The secondary data includes books, articles, journals, newspaper, annual
reports etc.
Merits Demerits
 It provides researcher with more
quick and less expensive
process as in such process
researcher makes use of already
gathered data as per needs.
 There are possibilities that data
available are of no use for the
researcher in its study or it can be
said that information is not having
enough value as compared to the
value paid for it (Flick, 2015).
Research methodology
 Research type: Research is a process of making in depth examination or survey
of a particular phenomenon so as to make a conclusion. The research study
basically includes two types viz. Qualitative and Quantitative. The researcher has
been used Qualitative method as is related with gathering of non numerical data
and considers characteristics, symbols as well as description of research topic.
 Research philosophy: It depicts about ideas, thoughts related to the subject
matter of research topic and areas where such research to be conducted to get
more valid research. It includes two types of methods such as Positivism and
Interpretivism (So and et. al., 2017). In this research study, researcher has been
made use of Interpretivism method so as to interpret data and get more accurate
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results. Also, it will integrate human interest related to the study and provides a
base for decision making process.
 Research approach: It is related with making of proper plans and defining of
procedure for conducting research study properly (Silverman, 2016). It mainly
includes two types such as Inductive as well as deductive method. Inductive
method has been used as it provides deep analysis, examines and helps in
gathering of information from internal sources.
 Sampling: For a researcher, it is very much difficult to gather data from large
population as a result of which sample has to be selected out of it. This process
is known as sampling. Here, researcher has been made use of random sampling
method so as to collect relevant sample information from random people. This
has beenprovided a base to identify review or thoughts related to the subject
matter of research topic. Researcher has been select 60 customers of Louis
Vuitton for the purpose of sampling as well as for gathering of relevant data to
collect data from using questionnaire (Rather, 2018).
 Data collection: For gathering more appropriate as well as relevant data related
to the research topic it basically includes two methods viz. primary and
secondary. The primary method is related to gathering of information from
original sources while secondary method will be used for gathering information
from already available sources. In case of qualitative research study, the
researcher has been applied both the methods so as to conduct the research
study in more effective as well as meaningful manner. Also, it has been ensuring
that collected data is of relevant and reliable nature which is not collected by any
other authors yet in their research study completion. There has been
questionnaire developed for collection of data (Carrizo-Moreira and et. al., 2017).
 Data analysis: This is a process by which knowledge obtained using an analytical
or statistical approach can be evaluated more efficiently and effectively to make
better business decision-making. Data and information has been gathered
through primary sources in the sense of current research and analyzed by
thematic analysis and interpretation of themes.
Ethical Consideration
Ethics consists of rules, values and principles that contribute significantly to the
operation of the company. It is an investigator's duty, as a matter of course, to collect
information from the primary and secondary data. Confidentiality, honesty, objectivity,
transparency, privacy etc. are the ethical principles which should be followed through an
investigator while conducting an investigation.
Research Limitations
For conducting this research study in successful as well as effective manner, the
researcher has to face number of limitations. By making appropriate plans and
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strategies, the researcher is having a chance of overcoming its limitations factors. There
are number of factors which have been limiting researcher ability to successfully
complete this research study which includes factors such as lack of financial resources,
time constraints, unavailability of appropriate as well as accurate data and information
(Han and Hyun, 2015). All these factors are hindering the working of a researcher for
which researcher is required to take appropriate measures. In case of lack of funds, by
making use of already available articles, journals as well as research projects it will
assist researcher in completing their study related to the subject matter of the research
topic. Also, by making use of such sources of data, it will save time factor of researcher
as well.
Timeline
With the help of time line, researcher can easily assess the minimum time frame
within with the whole research study will be completed. It thus assist researcher in
making plans as well as strategies related to measures to be undertaken if required for
completing the whole research study in successful as well as effective manner (de
Paula and Chaves, 2017).
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Activities
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Selecting
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n
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CHAPTER 4: DATA PRESENTATION AND ANALYSIS
Frequency table
Q1) Do you prefer to get connected with the brand according
to its brand identity?
Frequency
a) Yes 50
b) No 10
Q2) What are the main reason behind your long term
retention with Louis Vuitton?
Frequency
a) Effective price 25
b) Satisfactory products 20
c) Trustworthy 15
Q3) What are the main factor you consider within a brand
while purchasing its products and services?
Frequency
a) Brand value among customers 30
b) Goodwill 20
c) Quality of services 10
Q4) What benefits you get with the brand identity of Louis
Vuitton?
Frequency
a) Social status 20
b) Self-satisfaction 20
c) Quality offerings 20
Q5) Does brand identify of Louis Vuitton attract you to
purchasing its products and services?
Frequency
a) Yes 40
b) No 20
Q6) Did Louis Vuitton offers discounts or coupons on their
products and services?
Frequency
a) Yes 45
b) No 15
Q7) What is your perception towards brand of Louis Vuitton? Frequency
a) Standard quality products 20
b) Changing high prices 20
c) Strong market image 20
Q8) How do you get know about new offers provided by Frequency
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Louis Vuitton?
a) Official website of company 16
b) Social media platforms 26
c) E-mail 18
Q9) According to you, what strategies used by Louis Vuitton
for retaining customers for longer time period?
Frequency
a) Build trust through relationships 20
b) Leverage customer feedback surveys 15
c) Use automation to re-engage customers 10
d) Set customer expectations 15
Q10) What attracts you most to by Louis Vuitton products
and services instead of buying its rivals products?
Frequency
a) High Quality 20
b) Competitive price 20
c) Attractive offers 20
Q11) As per your view, Louis Vuitton requires to improve
their brand identity?
Frequency
a) Yes 55
b) No 5
THEME 1: Connected with the brand according to its brand identity
Q1) Do you prefer to get connected with the brand according
to its brand identity?
Frequency
a) Yes 50
b) No 10
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Interpretation: On the basis of 50 respondents that they are mainly connected to brand
only because of its brand identity at market place. The better brand identity develops
the positive impact on the reputation and productivity of an organization. It helps in
attracting the large number of consumers and also sales of company in an effective
manner. There are 10 remaining respondents which said that they are not connected
with company more due to its high cost.
THEME 2: Reason behind your long term retention
Q2) What are the main reason behind your long term
retention with Louis Vuitton?
Frequency
a) Effective price 25
b) Satisfactory products 20
c) Trustworthy 15
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Interpretation: There are some reasons behind sustaining the Employees for long
period of time at marketplace. 25 respondents said due to the cost of Louis
VuittonsCompany they are sustain in this company. On the basis of their opinion that
cost of this company is better and it is according to the quality of goods which company
offered. 20 respondents said that it provides the high quality of services so they can
satisfy their needs and requirement. Quality is one of the main components that each
and every customer wants to satisfy the needs and preferences. As per their opinion
that if the quality of product will be better then they will buy the products and services
from company. On the other hand, there are 15 remaining respondents according to
them this company is most trustworthy and better at providing the better customer
services. Trust is main factor that customers want from company. The main focus of
Louis Vuitton is on providing the services and products according to customers need as
well as requirements. Along with this, company provides the better customer services to
consumers which face any kind of difficulties and complexities in its products.
THEME 3: Factor you consider within a brand while purchasing its products and services
Q3) What are the main factor you consider within a brand
while purchasing its products and services?
Frequency
a) Brand value among customers 30
b) Goodwill 20
c) Quality of services 10
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Interpretation: There are some main factors which need to consider through customers
with brand while buying its services and products. There are 30 respondents which said
that brand value between the customers is a main factor for if the value of brand will be
better then customers will be attracted towards it. As per opinion of 20 respondents that
goodwill of company is more important because if the reputation of an organization will
be better than large number of people will be attracted towards its product and services.
10 respondents areagreeing with providing high quality of services so that large number
of customers can be attracted towards it.
THEME 4: Benefits you get with the brand identity of Louis Vuitton
Q4) What benefits you get with the brand of Louis
Vuittonidentity of Louis Vuitton?
Frequency
a) Social status 20
b) Self-satisfaction 20
c) Quality offerings 20
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Interpretation: There are some main benefits which customers get with brand identity
of the Louis Vuitton. On the basis of 20 respondents that social status is important for
them and it can get through brand identity of a Louis Vuitton. There are 20 respondents
and according to their opinion that self satisfaction is more important than social status
because if they are satisfied from the services of company then there will be the regular
customers of company and this will help in enhance sales.20 remaining respondents
and theysaid that high quality is a main factor and this satisfy the needs and wants of
customer so it is major benefit that customers can get with brand identity of Louis
Vuitton.
THEME 5: Brand identify of Louis Vuitton attract you to purchasing its products and services
Q5) Does brand identify of Louis Vuitton attract you to
purchasing its products and services?
Frequency
a) Yes 40
b) No 20
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Interpretation: On the basis of 40 respondents which said that brand identity of the
LouisVuitton attract customers to purchasing its products and services. This provides
high quality of services and products to customers so that they can attract easily
towards it. The quality of this company is higher and provides the waterproof and
fireproofbagsto its customers false true that there are 20 remaining lessons which are
disagree with this statement with the cost of this company is higher and they are unable
to find its services and product.
THEME 6: Louis Vuitton offers discounts or coupons on their products and
services
Q6) Did Louis Vuitton offers discounts or coupons on their
products and services?
Frequency
a) Yes 45
b) No 15
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Interpretation: On the basis of 45 respondents that Louis Vuitton provides the Louis
Vuitton provides the coupons and discounts on its products and services. It provides
discounts so that people can easily avail its services in products without getting any cost
issue. The offers and the discounts are helping the company to attract the people and
they will purchase the services and products in large quantity. There are 15
respondents which said that it does not offer more discount so that they can able to buy
its services.
THEME 7: Perception towards brand of Louis Vuitton
Q7) What is your perception towards brand of Louis Vuitton? Frequency
a) Standard quality products 20
b) Changing high prices 20
c) Strong market image 20
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Interpretation: The perception of different people about Louis Vuittons brand is
different from the each other. There are 20 respondents and according to them which
company provides high quality of products that they can able to satisfy their services
and needs. Louis Vuitton is mainly known for providing the high quality of products and
services. For this company, quality has always at core of its single products. In context
to quality, bags of this company are durable and water proof. Louis Vuitton organization
does not do the marketing as it develops the goods which are exception in their
craftsmanship and design. On the other hand, there are 20 respondents which said that
company needs to change its high price and cut down their cost so that they can also
avail its products and services. The cost of these company products is high as it
provides the best value to customers. The resale value of these company products is
high. 20respondents said that strong market image is a main factor that attracts the
customers most. As Louis Vuitton conducts its business at large scale and provides
high quality of services to consumers. This firm has secured generous market share in
limited market this operates. This services niche market of the high end consumers. It is
luxury Products Company and operated in the high competitive market.
THEME 8: Know about new offers provided by Louis Vuitton
Q8) How do you get know about new offers provided by
Louis Vuitton?
Frequency
a) Official website of company 16
b) Social media platforms 26
c) E-mail 18
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Interpretation: In order to provide the information to customer, company uses different
ways. There are 16 respondents which said that they get to know about the new offers
and providing through Louis Vuitton by its official website. On its website, it mentions
the information regarding launching of new products and also put all the information
regarding existing products along with their specifications. There are 26 respondents
which said that social media platforms helps company to connect with the large number
of people in all over the world. This brand has Twitter following around 7.5 million and
Instagram following 35.4 million. Company mainly givestheir advertisement on
Facebook as large number of people connecting with the Facebook and company can
communicate with them. This company is most influential fashion band on the social
media. There are 18 many respondents which agree with email and according to them
it is one of the effective ways to know regarding the new providing through LouisVuitton.
Regarding the new products and also to know about the existing products quality,
company connects with the customers on email and also takes the feedback from them.
With the help of this, firm can able to make changes or modifications in its existing
services.
THEME 9: Strategies used by Louis Vuitton for retaining customers
Q9) According to you, what strategies used by Louis Vuitton
for retaining customers for longer time period?
Frequency
a) Build trust through relationships 20
b) Leverage customer feedback surveys 15
c) Use automation to re-engage customers 10
d) Set customer expectations 15
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Interpretation: As per mention graph that there are some strategies used by Louis
Vuittons for retain customers for longer time period of time. There are 20 respondents
which said that company need to develop the trust through relationship as providing its
services and products of high quality. Trust is one of the necessary factors which keep
the customers at workplace. 50 respondents said that company takes the feedback from
customers regarding its services and products and also their satisfaction level so that it
can identify its improvement areas. In order to know about the customer’s perception
and their feedback regarding products, it sent email to customers and knows regarding
their perception. On the other hand, company does the live chat with customers
because this is simple and accessible. If consumers require the faster response from
support team, then it is easier way to them without any kind of complications trough
using the live chat.10 respondents are agreeing with use automation to increase the
customers regarding company. The re- engagement automation is main kind of the
email series that automatically send to the subscribed contacts which have not opened
recent emails. On the basis of 15 respondents that company set the customer
expectation so that they can sustain for longer period of time. In order to retaining the
customers for long period of time at market place, there is a need to company to fulfill
the set expectations of consumers so that they can satisfied from the services and
products.
THEME 10: Attracts you most to by Louis Vuitton products and services instead
of buying its rivals products
Q10) What attracts you most to by Louis Vuitton products
and services instead of buying its rivals products?
Frequency
a) High Quality 20
b) Competitive price 20
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c) Attractive offers 20
Interpretation: There are 20 respondents which said that high quality of services
attracts the customers most. The quality of Louis Vuitton bags is high because these
are durable in nature. Canvas is easier to be maintaining that bags of Louis Vuitton can
worn for the decades. This is well prices for the designer bags and not more expensive
that it’s other competitors. 20 respondents are agreeing with competitive cost of
customers. As the Louis Vuitton use the value based pricing in marketing mix for
products. The perceive value of consumers as the cost of its goods as high value and
the people are willing for paying to it. On the other hand, this company pays the special
attention to quality of materials and designs to make better products as comparison to
its other competitors. Remaining 20 respondents said that the offers gives by Louis
Vuittonattracts them most. This company gives the offers on the special occasion so
that people can avail their services and purchase its products effectively.
THEME 11: Louis Vuitton require improving their brand identity
Q11) As per your view, Louis Vuitton require to improve their
brand identity?
Frequency
a) Yes 55
b) No 5
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Interpretation: There are 55 respondents which said that Louis Vuitton require
improving their brand identity as focus on some areas as cost reduction. There is a
need to Louis VuittonCompany to focus on improving its promotional strategies so that
its brand identity can be improved. 5 remaining respondents are not agreeing with it.
According to their opinion that there I not need to this company to make any changes in
its brand or products as it has the high brand value and also have the large number of
customer base in all over the world. As the quality of its brand is high and use the value
based costing for customers.
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CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS
 To examine strategies adopted by Louis Vuitton 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 Vuitton in maintaining relationship
between retention of customer and brand identity.
 To provide recommendation to Louis Vuitton for gaining competitive advantages
in the market place with high customer base.
Conclusion
It has been concluded from the above mentioned report that band identity gives
an organization to power to develop strong customer base at Marketplace.Developing
the positive brand is helpful for an organization to increase its sales and sustain at
market place for long period of time. The aim of present study is to evaluate relationship
between brand identity and customer retention: A Case study of Louis Vuitton. The
objectives have been developed on the basis of specific aim. The first objective of this
report is to examine strategies adopted by Louis Vuitton for making relationship in
between brand identity and customer relationship. Second objective is to understand
core aspects related to the concepts of Brand Identity and its relationship with retention
of customer. Third objective is related to identify challenges being faced by Louis
Vuitton in maintaining relationship between retention of customer and brand identity.
The fourth objective of this research is to provide recommendation to Louis Vuitton for
gaining competitive advantages in the market place with high customer base.
Research methodology is a main part of an investigation that defines about
collection and analysis of data so that positive outcomes can be considered. In this
present investigation qualitative research method has been used because this provides
the information in detailed manner and also provides the authenticity about
information.Other than this, there has been interpretivism research philosophy has been
used so that research can interpret data and also get actual outcomes. There has been
inductive research approach used because this gives the deep understanding and
helpful in collecting the information with the help of using internal sources. In order to
collect the data there has beenprimary and secondary both sources but in this present
investigation there has been primary Data Collection method used. The main reason
behind using the primary data collection method is that it provides the authenticity and
fresh information about the specific subject area. The source that has been used to
collect the information from using primary sources is questionnaire. There has been 60
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customers’ chosen to collect the information about the brand identity and their
perception regarding the organization.
Chapter 2, Literature review is main part of a research and to collect information,
there has been secondary sources used such as books, articles, website, internal
sources and many others. In the literature review part, opinions and viewpoints of
different authors and writers have been considered. In literature review, there has been
studied about the strategies which have been adopted by Louis Vuitton for developing
relationship among the brand identity and customer relationship. There has been
discussed about the brand identity and its relationship with customer retention in
detailed manner for getting better understanding about the subject area. The different
challenges have been faced through Louis Vuitton in order to maintaining the
relationship among brand identity and customer retention the challenges which are
faced by Louis Vuittonare high competition at market place, low cost, poor promotional
strategies of an organization.
In the chapter 4, questionnaire has been developed and there are different
questions developed regarding the specific research area. There has been
questionnaire asked from the respondents regarding their perception about Louis
Vuitton, factors which attract the consumers most towards the services and products of
an organization and many others. There has been identified the areas in which
customers wants that company should make some changes or improvement for better
satisfaction of customers.
From chapter 2 key findings arise that in this information has been collected by
using the secondary sources such as books, internet sources, articles and journals.
There has been information regarding the company, its brand identity, ways through
which company can retain customers, challenges faced by company in sustaining the
consumers at market place and many others. On the other hand, from chapter 4, data
and information has been collected by using the questionnaire. There has been identify
the opinions of customers regarding the company.
Recommendations
Present research has been taken into consideration on examine the relationship
among brand identity and customer retention. For an organization customers are one of
the most important resources and it is the responsibility of an organization to satisfy
their needs and wants by providing them high quality of services and products. This
helps in developing the better brand identity and reputation at marketplace. Regarding
this there are some recommendation given below:
 It is essential for this organization to use cost leadership strategy and through
this it can attend the large scale of production. To reduce the cost of its product
and services is one of the effective way to attracting the customer towards
company.
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 Louis Vuittoncan used defensive strategy because this permit the company to
deal with its competitors in gaining the competitive benefit at Marketplace
 Louis Vuitton needs to make improvement in its promotional Strategies and find
out the effective ways to communicating with customers so that they can be
satisfied from the company’s services and also it’s better customer service
 It is necessary to the company to make communication with customers with in
short period of time in order to know about their perception about the products
and also determine their needs so that firm can able providing services and
products accordingly. Thiswill help in the end of customers and marketplace and
make the brand identity of company strong.
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APPENDIX
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Do you prefer to get connected with the brand according to its brand
identity?
a) Yes
b) No
Q2) What are the main reason behind your long term retention with Louis
Vuitton?
a) Effective price
b) Satisfactory products
c) Trustworthy
Q3) What are the main factor you consider within a brand while purchasing its
products and services?
a) Brand value among customers
b) Goodwill
c) Quality of services
Q4) What benefits you get with the brand identity of Louis Vuitton?
a) Social status
b) Self-satisfaction
c) Quality offerings
Q5) Does brand identify of Louis Vuitton attract you to purchasing its products
and services?
a) Yes
b) No
Q6) Did Louis Vuitton offers discounts or coupons on their products and
services?
a) Yes
b) No
Q7) What is your perception towards brand of Louis Vuitton?
a) Standard quality products
b) Changing high prices
c) Strong market image
Q8) How do you get know about new offers provided by Louis Vuitton?
a) Official website of company
b) Social media platforms
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c) E-mail
Q9) According to you, what strategies used by Louis Vuitton for retaining
customers for longer time period?
a) Build trust through relationships
b) Leverage customer feedback surveys
c) Use automation to re-engage customers
d) Set customer expectations
Q10) What attracts you most to by Louis Vuitton products and services instead
of buying its rivals products?
a) High Quality
b) Competitive price
c) Attractive offers
Q11) As per your view, Louis Vuitton require to improve their brand identity?
a) Yes
b) No
Q12) Provide any suggestions to the Louis Vuitton about how to retain
customers for long time?
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