Christian Dior's existing and recommended luxury brand strategies Assignment

Christian Diors existing and recommended luxury brand strategies - Assignment Example................................................................. 4 2.1 sizeableness of Conducting Brand Audit ............................................... 4 2.2 Interrelationship between Brand Positioning, Brand Association, Brand Identity, Brand Image, and Core Brand Value in Creating Brand blondness .......................................................................................... 6 2.3 Significance of Points-of-Differences and Points-of-Parity in Brand Positioning .................................................................................. 11 2.4 Importance of Brand Communication Campaign ................................. 11 2.5 Significance of Marketing Mix in the Use of Integrated Marketing Communication .................................................................... 12 3. Research Methodology .............................................................................. .............. 13 4. Analysis of Current luxury Brand Audit and Its Strategies ................................... 14 5. Recommended Luxury Brand Strategies ............................................................... 16 References ......................................................................................................................... 17 21 Appendix I Diors Fashion Designs ................................................................................ ... fashion designer, Christian Dior sells a wide-range of fashion clothing for men and women of all(a) ages, footwear, accessories, leather goods, fragrance, beauty products like make-up and skin care products, jewelleries, and timepieces (Christian Dior, 2013a). Today, Dior is competing with opposite luxury brands like Calvin Klein, Chanel, Givenchy, Gucci, Prada, Ralph Lauren, Versace, and Yves Saint Laurent (YSL) among others (Kapferer, 2008, p. 97). To ensure that the company is able to make its products promptly available to its target customers, Dior is currently operating a total of 235 boutiques all over the world (Hoovers, 2013). On top of the number of boutiques this company is currently managing, Dior allows other retailers to sell its wide-range of men, women, and baby clothing, lingerie, perfumes, and other accessories under a limited number of business license (Lynne, 2013). As a luxury brand, Dior is one of the some flourishing in the world market. With total gross sales of 1.24 billion, Christian Dior Couture recently announced that the brand managed to experience a 24% increase in its total sales as of 2012 (Diderich, 2013 Fenner, 2013 Karmali, 2013 Spedding, 2013). 1.1 Significance of the Project The global economic and financial crisis which started back in 2007 has a significant impact over the economic instability which most developed and developing countries are currently experiencing (United Nations, 2011). Despite the financial and economic difficulty, it is s urprising to know that the luxury brand such as in the bailiwick of Christian Dior has recently experienced a sharp growth in its annual sales (Diderich, 2013 Fenner, 2013 Karmali, 2013 Spedding, 2013). For this reason, the luxury brand Christian Dior was purposely chosen as the subject of this