Essay Proposal

I am going to study the four P's: (Price, Product, Promotion and Place) of the marketing mix, focusing on the branding , identity and product of the famous luxury brand 'Louis Vuitton' against general consumer goods brands; and how they achieve brand power.

Title-

How the Correct Balance and Level of Marketing Strategy can Ultimately Create Brand Power?

References-

1) Paul. A. Willax (1985). The Four "P's" of Marketing: product price promotion place. U.S.A: Empire of America Federal Savings Baank. 1-8.

2) Millward Brown (2011). Top 100 Brandz Most Valuable Global Brands.

3) Paul-Gerard Pasols, Lenora Ammon. (2005). Louis Vuitton (Firm) - History. In: Louis Vuitton: the birth of modern Luxury. London: Harry N. Abrams. 464-487.

4) Louis Vuitton. Store Locator. Available: http://www.louisvuitton.co.uk/front/#/eng_GB/Stores/Store-Locator. Last accessed 20th Jan 2012.

5) Topshop. (2011). About Us. Available: http://www.topshop.com/webapp/wcs/stores/servlet/StaticPageDisplay?storeId=12556&catalogId=33057&identifier=ts2-about-us&intcmpid=W_FOOTER_WK39_HP_UK_ABOUT_US. Last accessed 20th Jan 2012

6) Uché Okonkwo. (2007). Digital Luxury. In: Luxury fashion branding: trends, tactics, techniques. UK: Palgrave Macmillan. 202-203.

7) Clay Andres et al. (2004). Brand Recognition. In: Pat Matson Identity Design Sourcebook. China: Rockport Publishers. 110-125.

8) Kaled K. Hameide. (2011). Luxury Fashion Brands. In: Olga T. Kontzias Fashion Branding Unraveled. New York: Fairchild Books. 109-155.