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MARK3092 T3 2024

BRAND MANAGEMENT

Sample Case Study (not graded)

(to be discussed in Tutorial 1, Week 2)

Longchamp

The Case Study

Please copy the entire link into a new browser window to get access to the case study.

https://hbsp.harvard.edu/tu/a775e877

Synopsis

Longchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon

across the globe. But managing the low priced, nylon handbag is challenging as Longchamp

tries to move its brand upmarket into higher priced, luxury leather goods. Longchamp is a

luxury brand, while Le Pliage is a premium brand. What are the brand mantras of Longchamp

and Le Pliage? How would both brands use their brand elements to build brand equity?

Learning Objective

The case allows for a robust discussion of the main topics related to brand management:

brand mantras and brand elements to build brand equity. The specific teaching objectives

include: To learn how to analyse brand mantras, and to evaluate the ability of brand elements

to contribute to brand equity.

Assignment Questions

1. Describe the brand mantras of (a) Longchamp and (b) Le Pliage in terms of brand function,

descriptive modifier, and emotional modifier. Compare and contrast the two brand

mantras.

Hint: see Lecture 1 and Reading 1.1 – Brand mantras (Lecture 1 folder on Moodle)

2. Use three criteria for brand elements1 (i.e., memorability, meaningfulness, and likability) to

evaluate the ability of tone of voice (characters/spokespeople) to build brand equity of (a)

Longchamp and (b) Le Pliage?

Hint: see Lecture 1 and Reading 1.6 –Choosing brand elements to build brand equity (Lecture 1 folder on

Moodle); Chapter 3 - Brand resonance and the brand value chain (Lecture 2 folder on Moodle)

1 Note: The first three criteria for brand elements – memorability, meaningfulness, and likability- are the

marketer’s offensive strategy and build brand equity.

1 Note: The first three criteria for brand elements – memorability, meaningfulness, and likability- are the

marketer’s offensive strategy and build brand equity.

Learning materials on case study method

The following chapters help you to understand the case method and how to prepare and

discuss cases. You can find them on the folder “Learning materials on case study method” on

Moodle.

▪ Chapter 1: What is the Case Method? What's in It for You?

▪ Chapter 2: What is a Case?

▪ Chapter 3: The Skills You Need to Read and Analyze a Case

▪ Chapter 7: How to Prepare and Discuss Cases

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