Relationship Between Brand Identity and Customer Retention: A Case Study on Louis Vuitton

This report analyzes the relationship between brand identity and customer retention through a case study on Louis Vuitton. It explores strategies adopted by Louis Vuitton, core aspects of brand identity, challenges faced, and provides recommendations for gaining a competitive advantage. The study aims to evaluate the relationship between brand identity and customer retention.

A Critical Analysis to Evaluate the
Relationship Between Brand Identity and
Customer Retention Case study on Louis
Vuittons customer Retention Strategy

Table of Contents
CHAPTER 1: INTRODUCTION................................................................................................................4
Overview of Research.............................................................................................................................4
Research Aim..........................................................................................................................................4
Research Objectives................................................................................................................................4
Research Questions.................................................................................................................................5
Rationale of Research..............................................................................................................................5
Research Structure...................................................................................................................................6
Research Significance..............................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.....................................................................................................8
Strategies adopted by Louis Vuittons for making relationship in between brand identity and customer
relationship..............................................................................................................................................8
Core aspects related to the concepts of Brand Identity and its relationship with retention of customer...8
Challenges being faced by Louis Vuittons in maintaining relationship between retention of customer
and brand identity....................................................................................................................................9
Recommendation to Louis Vuittons for gaining competitive advantages in the market place with high
customer base........................................................................................................................................10
CHAPTER 3 - RESEARCH METHODOLOGY......................................................................................12
Research Source....................................................................................................................................12
Definition..............................................................................................................................................12
Research Theories.................................................................................................................................12
Research methodology..........................................................................................................................13
Ethical Consideration............................................................................................................................14
Research Limitations.............................................................................................................................15
CHAPTER 4: DATA ANALYSIS............................................................................................................18
CHAPTER 4: CONCLUSION AND RECOMMENDATIONS................................................................33
Conclusion.............................................................................................................................................33
Recommendations.................................................................................................................................33
REFERENCES..........................................................................................................................................35

Title: To evaluate relationship in between brand identity and customer retention: A Case
study on Louis Vuittons.
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. 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. 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 them. Louis Vuittons is French fashion house and the luxury
retail organization founded in year 1854 through Louis Vuittons. Labels of this company appear
on many of its products such as watches, sunglasses, books, jewellery and some other leather
products. Brand of Louis Vuittons concerns quality, innovation, authenticity, concerns and
reliability. The symbol of this company defined sharply brand identity through mining
organization history and also design for express that.
Research Aim
To evaluate relationship in between brand identity and customer retention: A Case study
on Louis Vuittons.
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.
Research Questions
 Which strategies as adopted by Louis Vuittons 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 Vuittons in maintaining relationship
between retention of customer and brand identity?
 Any recommendation to Louis Vuittons for gaining competitive advantages in the market
place with high customer base?
Rationale of Research
The term rationale refers to the reasons behind performing the study on a specific topic. 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). 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. Further, 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 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 Vuittons 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 Vuittons.
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 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.

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 Vuittons for making relationship in between brand identity and
customer relationship
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 Vuittons
for making the relationship in among brand identity and the customer relationship:
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 Vuittons.
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 Vuittons to develop the content marketing which states to
company about the content to communicate with the target audience (Venkatesan, 2017).

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 instance name, design, colors, logotype and symbol which 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 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. Other
than this, the 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).
Challenges being faced by Louis Vuittons 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 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 Vuittons 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
Vuittons is successful brand but it does it give the better retail experience that fulfils
requirements of customers. The issue that Louis Vuittons 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 Vuittons 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. Most of the companies have to face
many challenges while retaining their customer base which are as follows:
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.
 Various types of customers
For making high profits in the market place as well as for acquiring large share, it is very
much important for Louis Vuittons to target its audience and customer in the 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 Vuittons for gaining competitive advantages in the market place with
high customer base
According to Jared 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 Vuittons 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 Vuittons can exploit the economies of scale.
 Louis Vuittons 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 Vuittons 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 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 Vuittons Company.
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.

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 been making
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. which has been published somewhere.
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 not under gone any
statistical means before. Example of primary data includes: Questionnaire prepared, survey,
telephonic and personal investigation (Marttila, 2017).
Merits Demerits

 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.
 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 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 been provided a base
to identify review or thoughts related to the subject matter of research topic. Researcher
has been select 60 customers of Louis Vuittons 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: Once data has been collected by the researchers from requisite means or
sources, the next step is related with its proper and accurate analysis. By using thematic
tool of data analysis, qualitative research can be completed and researcher will have
meaningful information with itself related to the subject matter of the research topic
(Mihas, 2019). By formulating different types of themes related to the research topic,
researcher has been able to make proper analysis of data accordingly. Also, it can be used
by other scholars as well as researcher in completing their research study in better
effective manner.
Ethical Consideration
For completing this research study, the researcher is required to made compliance of all
the ethical norms as well as standards as are requisite for effective as well as successful
completion of such project. All the data has been gathered from different sources, websites with
prior approval wherever required. No data will be copied as it is by the researcher directly from
the websites for completing the research project. All the data as gathered will be totally
rephrased before using in the purpose of study completion (Swain, 2016). By making use of
thematic tool, analysis of data will be done for assessing meaningful information related to the
subject matter. Also, no. respondents i.e. 60 customers for questionnaire to provide data instead
has taken willing participation by filling consent form on their own.

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 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).

Activities/
Week
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Selection
of research
topic
Designing
of aims and
objectives
Conducting
Literature
Review
Selecting
research
methodolo
gy
Data
Collection
Data
Analysis
Discussion
Conclusion
and
Recommen
dations
Modificati
on as per
needs of
clients

Final
Submission

CHAPTER 4: DATA ANALYSIS
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 Vuittons?
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 Vuittons?
a) Social status
b) Self-satisfaction
c) Quality offerings
Q5) Does brand identify of Louis Vuittons attract you to purchasing its products and
services?
a) Yes
b) No
Q6) Did Louis Vuittons offers discounts or coupons on their products and services?
a) Yes
b) No
Q7) What is your perception towards brand of Louis Vuittons?

a) Standard quality products
b) Changing high prices
c) Strong market image
Q8) How do you get know about new offers provided by Louis Vuittons?
a) Official website of company
b) Social media platforms
c) E-mail
Q9) According to you, what strategies used by Louis Vuittons 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 Vuittons products and services instead of buying
its rivals products?
a) High Quality
b) Competitive price
c) Attractive offers
Q11) As per your view, Louis Vuittons require to improve their brand identity?
a) Yes
b) No
Q12) Provide any suggestions to the Louis Vuittons about how to retain customers for
long time?
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 Vuittons?
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
Vuittons?
Frequency
a) Social status 20
b) Self-satisfaction 20
c) Quality offerings 20
Q5) Does brand identify of Louis Vuittons attract you to purchasing
its products and services?
Frequency
a) Yes 40
b) No 20
Q6) Did Louis Vuittons 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 Vuittons? 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 Louis
Vuittons?
Frequency
a) Official website of company 16
b) Social media platforms 26

c) E-mail 18
Q9) According to you, what strategies used by Louis Vuittons 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 Vuittons 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 Vuittons 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

a) Yes b) No
0
10
20
30
40
50
60
50
10
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 Vuittons?
Frequency
a) Effective price 25
b) Satisfactory products 20
c) Trustworthy 15

a) Effective price b) Satisfactory products c) Trustworthy
0
5
10
15
20
25
30
25
20
15
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 Vuittons Company 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 Vuittons 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

a) Brand value among
customers b) Goodwill c) Quality of services
0
5
10
15
20
25
30
35
30
20
10
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 are agreeing
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 Vuittons
Q4) What benefits you get with the brand of Louis Vuittons identity
of Louis Vuittons?
Frequency
a) Social status 20
b) Self-satisfaction 20
c) Quality offerings 20

a) Social status b) Self-satisfaction c) Quality offerings
0
5
10
15
20
25
20 20 20
Interpretation: There are some main benefits which customers get with brand identity of the
Louis Vuittons. On the basis of 20 respondents that social status is important for them and it can
get through brand identity of a Louis Vuittons. 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 they said 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 Vuittons.
THEME 5: Brand identify of Louis Vuittons attract you to purchasing its products and
services
Q5) Does brand identify of Louis Vuittons attract you to purchasing
its products and services?
Frequency
a) Yes 40
b) No 20

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
40
20
Interpretation: On the basis of 40 respondents which said that brand identity of the Louis
Vuittons 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 fireproof bags to 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 Vuittons offers discounts or coupons on their products and services
Q6) Did Louis Vuittons offers discounts or coupons on their
products and services?
Frequency
a) Yes 45
b) No 15

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
45
15
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. Offers and
discounts help company to attracting 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 Vuittons
Q7) What is your perception towards brand of Louis Vuittons? Frequency
a) Standard quality products 20
b) Changing high prices 20
c) Strong market image 20

a) Standard quality
products b) Changing high prices c) Strong market image
0
5
10
15
20
25
20 20 20
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 Vuittons 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 Vuittons 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. 20
respondents said that strong market image is a main factor that attracts the customers most. As
Louis Vuittons 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 Vuittons
Q8) How do you get know about new offers provided by Louis
Vuittons?
Frequency
a) Official website of company 16
b) Social media platforms 26
c) E-mail 18

a) Official website of
company b) Social media platforms c) E-mail
0
5
10
15
20
25
30
16
26
18
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 Vuittons 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
gives their 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 Louis Vuittons.
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 Vuittons for retaining customers
Q9) According to you, what strategies used by Louis Vuittons 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

a) Build trust through relationships
b) Leverage customer feedback surveys
c) Use automation to re-engage customers
d) Set customer expectations
0
5
10
15
20
25 20
15
10
15
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 Vuittons products and services instead of
buying its rivals products
Q10) What attracts you most to by Louis Vuittons products and
services instead of buying its rivals products?
Frequency
a) High Quality 20
b) Competitive price 20

c) Attractive offers 20
a) High Quality b) Competitive price c) Attractive offers
0
5
10
15
20
25
20 20 20
Interpretation: There are 20 respondents which said that high quality of services attracts the
customers most. The quality of Louis Vuittons bags is high because these are durable in nature.
Canvas is easier to be maintaining that bags of Louis Vuittons 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 Vuittons 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 Vuittons attracts 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 Vuittons require improving their brand identity
Q11) As per your view, Louis Vuittons require to improve their
brand identity?
Frequency
a) Yes 55
b) No 5

a) Yes b) No
0
10
20
30
40
50
60 55
5
Interpretation: There are 55 respondents which said that Louis Vuittons require improving their
brand identity as focus on some areas as cost reduction. There is a need to Louis Vuittons
Company 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.

CHAPTER 4: CONCLUSION AND RECOMMENDATIONS
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 present report is based on the examining relationship among the brand
identity and customer retention. The aim and objective has been developed according to specific
subject area. Research is based on the developed aim and objectives which researcher needs to be
completed by using different sources for collection of data. 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 provide 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 been
primary 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 authenticate 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 customers’ chosen to collect the information about the brand identity and their
perception regarding the organization. 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 Vuittons 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 has been faced through Louis Vuitton in order to
maintaining the relationship among brand identity and customer retention the challenges which
are faced by Louis Vuittons are high competition at market place, low cost, poor promotional
strategies of an organization.
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.
 Louis Vuittons can used defensive strategy because this permit the company to deal with
its competitors in gaining the competitive benefit at Marketplace
 Louis Vuittons 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 Louis Vuittons 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. This will help in the end of customers and marketplace and make the brand
identity of company strong.

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