LVMH brand for success, thanks to know‐how from the top

Abstract

If this company were split up, I would give you the property, plant and equipment and I would take the brands and trade marks and I would fare better. This commonly held belief illustrates the immense value of the brand today, but how do you create and manage a star brand? Perhaps this question is relatively easy for marketing and brand managers, but what about at board level, where the buck really stops? Bernard Arnault, Chairman of LVMH (Louis Vuitton, Moët Hennessy , the world’s largest maker of luxury goods), appears to have some of the answers.

Citation

(2002), "LVMH brand for success, thanks to know‐how from the top", Strategic Direction, Vol. 18 No. 5, pp. 7-9. https://doi.org/10.1108/02580540210793482