QAB020X602A: Brand Identity and Customer Retention at Louis Vuitton

This research proposal investigates the relationship between brand identity and customer retention, with a specific focus on Louis Vuitton. The study aims to evaluate the strategies employed by Louis Vuitton to foster brand identity and customer loyalty, examining the core aspects of brand identity and its impact on customer retention. The research objectives include analyzing Louis Vuitton's strategies, understanding the key elements of brand identity, identifying challenges in maintaining customer retention, and providing recommendations for competitive advantages. The methodology involves both primary and secondary data collection, including interviews, surveys, and literature review. The proposal outlines the research structure, including an introduction, literature review, and methodology, as well as ethical considerations and limitations. The significance of the study lies in its potential to enhance understanding of brand identity, customer retention, and provide valuable insights for businesses in the luxury market, as well as for future research in marketing and brand management. The proposal also includes a timeline for completion.

RESEARCH PROPOSAL

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

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

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

1.4 Research Question
 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 ?
1.5 Research Rationale
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 analysing 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 customer’s 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 identity and retaining
loyal customer’s 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 purpose 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.

1.6 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.
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.
1.7 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
help 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
2.1 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 includes women, girls across world.
 Challenges regarding customers retention
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 has 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.
2.2 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 judgement about the performance of
brand identity.
However on the critical note, Magatef and Tomalieh, (2015) stated that for maintaining
brand image every business organisation 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.
3.1 Research Source
For completing this research study, the researcher will make use of both the primary as
well as secondary sources of data collection process. With the help of primary method,
researcher will be 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 analysed as well
as interpreted. The secondary data basically includes books, articles, journals, newspaper, annual
reports etc. which has been published somewhere.
3.2 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.
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.
3.3 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.
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 some where in the article, book etc. It
can be used by the researcher in conducting its research successfully as it are already analysed
with the help of statistical tools and methods. 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).
3.4 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 will use 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. In this research
study, researcher will make 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 will be used as it
provides deep analysis, examine 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 will make use of random sampling method so as to collect
relevant sample information from random people. This will provide a base to identify
review or thoughts related to the subject matter of research topic. Researcher will select
20 employees of Louis Vuittons for the purpose of sampling as well as for gathering of
relevant data.
 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 will apply both the methods so as to conduct the
research study in more effective as well as meaningful manner. Also, it will ensure that
collected data is of relevant and reliable nature which is not collected by any other
authors yet in their research study completion.
 Data analysis: Once data will be 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.
3.5 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 will be 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 projec. 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. 20 employees of Louis Vuittons will be forced to provide data instead
has taken willing participation by filling consent form on their own.
3.6 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 has 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.
4.0 Timeline