Exploring the Role of Packaging in Changing Brand Perceptions of Luxury Brands: A Case Study of Louis Vuitton

Running head: RESEARCH PROPOSAL
Research Proposal on ‘To explore the role of PACKAGING in changing the brand perceptions of
luxury brands: A case study of Louis Vuitton’
Name of the Student:
Name of the University:
Author note:

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Introduction and overview
In the world of consumer goods and services, branding is one the most important things.
Branding is the identity of a product or service and it often helps in building a trusting
relationship between the manufacturer of the product or service and the target consumers
(Manuel, Kuhn & Henseler, 2018). An effective brand making strategy gives the firm a
competitive edge in the market. Through branding, the manufacturer creates the expectations of
the consumers about what to expect from it and how it is different from other similar rival
products and services available in the industry (Lombart & Louis, 2016). Branding is
comparatively more important in case of luxury goods and in case of regular or necessary goods.
Many factors should be put together in the most efficient manner to make a brand and those
factors are the logo, tagline, website design and packaging of the product (Drori, 2015). The logo
is the foundation of any brand and all other factors are prepared to promote the logo. The
promotional strategies of a brand also revolve around the logo to create a perception about it
among the consumers. Thus, it can be said that packaging, taglines, advertisements, price and
quality of a product or service, all contribute significantly towards creating a perception of the
consumers about a brand (Solomon et al., 2014). This research study aims to explore the role of
packaging in changing the luxury brand perceptions of the consumers, through the case study of
Louis Vuitton.
Background of the study
Creating brand perceptions among the consumers is one the most challenging jobs of the
marketers. It is mostly based on the positioning strategy of the firm and the marketers. The firms
must make strategies to show that their product or service is most exclusive as compared to the
competitors in the market in terms of many features (Armstrong et al., 2015). On the other hand,
brand perceptions are created on the basis of customer opinions. According to Kotabe & Helsen
(2014), brand represents a set of stories, memories, expectations and relationships, which
influences the consumers to select on particular company, good or service over another similar
one. Brand perception is more of an image in the minds of the consumers formed through shared
experiences. It is created through the message that the brand owners want to send to the
consumers by using various means. Packaging is one of them. The luxury brands create a

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signature style and brand value and that is reflected through their packaging. Unlike regular
brands, these luxury brands spend a lot of money in creating an attracting package for the
product, which aims to create a memory and experience for the shoppers (Okonkwo-Pézard,
2017). Hence, through this research study, the researcher wants to explore how far packaging
helps in creating an changing a brand perception for the luxury brands, like Louis Vuitton.
Research aim and objective
The aim of the research paper is to explore various aspects and significance of packaging
in creating and changing the perception of the consumers about luxury brands. For this study, the
researcher will explore the instances from Louis Vuitton to gain a more in-depth knowledge
about the research topic.
The objectives of the research study are:
 To evaluate the concept of branding, especially for the luxury brands
 To identify the aspects of packaging and its role in creating an edge or a significance of
branding for luxury brands
 To evaluate the role of packaging on the consumers’ perceptions about luxury brands
Research questions
1) What is the meaning of branding for luxury goods?
2) What are the different aspects of packaging and how does it help in creating a
competitive edge for luxury brands?
3) What role does packaging play in creating and changing brand perceptions of the
consumers in case of luxury brands?
Research hypothesis
H0 (null hypothesis): Packaging does not have any impact on changing perceptions of consumers
about luxury brands
H1 (alternative hypothesis): Packaging has a very significant impact on changing perceptions of
consumers about luxury brands

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Literature Review
Concept of brand, branding and brand perception
Brand refers to a good, service or a concept, which is distinguished publicly from other
similar goods, services or the concepts, with a purpose of easy communication, marketing and
recognition. Hence, brand name represents the name of the distinct product, service or the
concept and branding refers to the procedure of creating and circulating the name of the brand
(Solomon et al., 2014). The process of branding can be implemented for an entire corporate
identity or to any individual product or service names.
Creating brands also requires protection of brands by applying various means, such as,
securing trademarks, or service marks from the authorized agencies, like government agencies,
copyrights, patents etc. Brands are usually represented using logos, which are the graphic
representations of the brands. Logos are created in the process of branding. It is a unique emblem
or symbol, that highlights the name and features of a product, service or a company (Armstrong
et al., 2015). Logos are very important for branding, as it is the most identifiable mark that puts
forward the message and position of a brand. After the logo, there come many other factors that
are very essential in creating a brand. Those factors are quality, price, uniqueness, credibility,
positioning, long term perspectives, that is, mission and vision, communication strategy and
marketing (Jobber & Ellis-Chadwick, 2012). In the case of luxury brands, such as, Louis
Vuitton, BMW, Rolex Watch, Chanel, Ralph Lauren, Prada, Tiffany and many more, they try to
attract the target market on the basis of their desire for having a luxury product (Brown, 2013).
These brands highlight the upliftment of social status of the consumers with their possession.
Brand perception is a critical thing that influences the performance of the brand.
Perceptions are created in the minds of the consumers through marketing techniques (Kervyn,
Fiske & Malone, 2012). Regardless of the message by the company, what the customers are
thinking about it, defines the brand. The perceptions about a brand depend on many factors, and
those are, price, quality, service quality, reputation, marketing techniques and branding, and
packaging. All these factors work together to create an image of the brand in the minds of the
consumers (Larkin, 2013).