CRAFTING THE

BRAND
POSITIONING
- TO PROF. DARSHANA PADIA
 COMPILED BY-
 Harvansh Singh Bagga- 1611068
 Mrunalini Amen- 1611130
 Rushikesh Dudhat- 1611186
 Sanya Lekhi- 1611192
 Shefali Soni- 1611199
 Shrina Kalaria- 1611209
 Zeal Purohit- 1611247
 Krishna Patel- 1613031
 Meera Mehta- 1613036
 Shimoli Patel- 1613055
 INTRODUCTION
 Establishment 1854
 Products luxury goods
 Leather goods ready to wear
 Shoes, watches, jewellery, accessories
 Luxury trunks
 Head quarters in Paris, France
 MARKETING LESSONS
BRAND POSITIONING
Prestige price

Mass market
Exclusivity

Affordability
 MEANS OF DIFFERENTIATION

1) Employee Differentiation

2) Channel Differentiation

3) Image Differentiation

4) Service Differentiation
 QUESTIONS
 How does an exclusive brand such as Louis Vuitton grow and stay fresh, while retaining its
cachet?
1) Message source
2) out of home marketing and TV commercials
3) campaign – core value
4) partnership

Is counterfeiting of Louis Vuitton always a negative? Are there any circumstances where it can be
seen as having some positive aspects?
- 4 P’S
 INTRODUCTION
 Established on March 18,1850
 Began as express shipping company
 Travellers cheque in 1891
 Focused on prestige and integrity
 Expansion in 1980s
 “OPEN: The Small Business Network” in mid-90s
 Five most popular cards from 2009
 MARKETING LESSONS
 Target market and relevant competition

 Identifying PoP and PoD

 Creating Brand Mantra

 Core Values

 Market Evolution

 Customer Relationship Management

 QUESTIONS
 Evaluate American Express in terms of its competitors. How well is it positioned? How has it
changed over time? In what segments of its business does American Express face the most
competition?

Evaluate American Express’s integration of its various businesses. What recommendations would
you make in order to maximize the contribution to equity of all its business units? At the same
time, is the corporate brand sufficiently coherent?

Discuss the company’s decision to grow beyond its core affluent consumer base. What did this do
for the company and the brand?
 REFERENCES
 www.RewardExpert.com
 https://lendedu.com/blog/Amex-Centurion-Credit-Card-review
 https://www.coindesk.com/american-express-brings-credit-card-buying-bitcoin-
app-abra/