29 Apr '15, 2am

Louis Vuitton and the power of the logo

Louis Vuitton and the power of the logo

o one understands the power of a logo better than LVMH. When the luxury house decided to bring its eponymous label Louis Vuitton to Mumbai in 2004, it chose a space in the iconic Taj Mahal Palace Hotel at Apollo Bunder. The finest champagne flowed through the day, and to announce its arrival it lit the beautiful, heritage structure of the Gateway of India with the monogram. It was done so subtly and elegantly that no one took umbrage and the brand slipped into the Indian subconscious almost as if it had always been there. Company spokespeople will be quick to remind you that LVMH has an old relationship with the country. Indian royal families used to get custom-made trunks from Paris and London way back in the late 19th century and right up to the mid 20th century. LV grabbed eyeballs similarly when it planted a giant suitcase outside Bangalore airport in 2008 to announce ...

Full article: http://forbesindia.com/article/live/louis-vuitton-and-the...

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