Research On Brand Image Communication Of Luxury Goods

Luxury goods is a special commodity,which has its own unique brand communication.Now it has incurred the wonder in consumption.However China is becoming the world’s most competitive luxury goods market.our local luxury brands seem to fall into a poor development. Therefore,the successful communication of luxury brands can draw some enlightening value on the development of domestic luxury brands.As the world’s most valuable and attractive luxury brand,Louis Vuitton has made its brand deeply rooted in Chinese consumers’ mind.It keeps maintaining the highest popularity of luxury goods since entering into China market.Its success represents the success of the brand management.The brand management of Louis Vuitton has been written into many brand and marketing works.Therefore this dissertation try to take in-depth study of its comprehensive brand management from the perspective of communication.The author points out that the Louis Vuitton’s key to successful business is its successful dissemination of brand image.Therefore,this dissertation is mainly from the perspective of communication.Under this background,this article is divided into six parts to discuss the luxury brand image shaping and spreading.The introduction part is mainly about the background,purpose,significance and status of research.The first chapter introduces the connotation of luxury brand image and the identity of Louis Vuitton’s brand image.The second chapter is based on the method of semiotic text analysis,making in-depth interpretation of the magazine advertising text,then trying to explore how the brand advertisement spreading the practical significance to deepen the consumer’s awareness.The third chapter make a detailed analysis of how the brand communication strategy selection and application assisting in the effective dissemination of its brand image.Based on the analysis above,the fourth chapter summarizes the luxury brands’dissemination rules:taking the body as the main carrier of visual symbol in advertising,establishing the intertextuality between brand image and cultural prototype,.building the aestheticism of daily life and making use of a variety of communication.Aiming at the plight of China luxury goods development,The fifth chapter puts forward several proposals are as follows.establishing a unique brand narrative text,building brand association with the symbol of origin and adding art innovation into communication strategy.,hoping to provide some reference for lacking of world awareness or trying to building a world famous luxury brand in China.