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Brands Evaluation in the Luxury Sphere on the Example of LVMH

Student: Yana Yamaeva

Supervisor: Elena Rogova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

Topic of the final qualification work: “Brands Evaluation in the Luxury Sphere on the Example of LVMH”. This study is currently relevant, because for any company in a highly competitive environment, creating a strong brand is a crucial thing to do. At the same time, one of the most important tasks in this area is brand assessment, which allows one to judge the value and success of a company in the market. Among the various categories of brands, luxury brands occupy a special place. The world leader in the luxury market today is Louis Vuitton Moët Hennessy (LVMH). The aim of the study is to identify the characteristics of brand assessment in the field of luxury on the example of LVMH. In accordance with the goal, the following tasks were solved in the work: to reveal the concept and essence of the brand; consider the general characteristics of the company LVMH; explore the financial and economic performance of LVMH; identify the strengths and weaknesses of the brand; evaluate brand LVMH. The paper estimates the value of the 5 largest brands of the LVMH group as part of a comparative approach, analyzes the strengths and weaknesses of the brand through a SWOT analysis, as well as analyzes the financial and economic performance of the company.

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