Brand Equity for Fashion Industry: In Search of General Principles and a Valuation Case for Louis Vuitton and Gucci
Abstract
We construct a brand equity model for fashion industry. To capture specifi city of this industry we introduce two new factors of exclusivity and conceptual consistency. This gives a possibility to modify Global Brand Equity valuation model to fashion businesses developing the Fashion Global Brand Equity model (F–GBE). As an illustration we evaluate Louis Vuitton and Gucci brands. The F–GBE value is consistent to the results provided by Interbrand and Millward Brown Optimor. We also mention some restrictions on the use of F–GBE and give some practical recommendations for its implementation.
Keywords:
brand equity, brand value, Fashion Global Brand Equity, fashion industry, Louis Vuitton, Gucci
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Published
2010-12-22
How to Cite
Andreeva, A. N., & Prokofyeva, O. S. (2010). Brand Equity for Fashion Industry: In Search of General Principles and a Valuation Case for Louis Vuitton and Gucci. Russian Management Journal, 8(4), 31–54. Retrieved from https://rjm.spbu.ru/article/view/377
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New Research
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Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.
