Gestione del marchio nel settore del lusso, con referenza al caso: LVMH

The aim of this thesis is to analyse the concept of brand management in a defined sector, as the one of luxury is. In order to understand how luxury brands are administered and organisationally structured, even making reference to the versatility of LVMH case. The first part is going to be about the concept of brand in the luxury world, and the various strategies that could be implemented in such market, analysing also the differences that may emerge among the behaviour of various companies. The following part, instead, examines in detail the LVMH case. Example of pure versatility in the luxury sector, as it covers different markets, involving a variety of product that must be carefully managed. In conclusion, it will be possible to get the chance of understanding the differences that separate the management of a brand in the luxury sector, from the ones in the rest of the markets.