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Crafting a Luxury Brand Identity

IN PARTNERSHIP WITH MARC JACOBS

Industry

Fashion
Luxury

Services

Voice of Consumer
Concept Development & Testing
Brand & Communication Strategy

Research Methodology

Focus Group

©Brandnographer

Brandnographer was tasked to test and evaluate a shortlist of 5 Chinese name candidates for Marc Jacobs across 4 Chinese cities.

The Challenge

One of the most essential factors when entering a new market is your brand name. Global companies like Marc Jacobs only have one chance to get it right.

With Chinese customers’ increasing buying power, luxury brands like Marc Jacobs are conquering this new territory by meticulously improving and carefully designing their verbal and visual identity strategy.

Our Solution

Brandnographer tested several Chinese names with focus groups across 5 Chinese Tier 1, Tier 2 and Tier 3 cities to explore the brand relevance, name fitness, ease of pronunciation and name recognition. Through focus group discussions, Marc Jacobs was able to gain an understanding of the motivation behind consumer choices.

Results

Brandnographer tested several Chinese names with focus groups across 5 Chinese Tier 1, Tier 2 and Tier 3 cities to explore the brand relevance, name fitness, ease of pronunciation and name recognition. Through focus group discussions, Marc Jacobs was able to gain an understanding of the motivation behind consumer choices.

Impacts

30+

Number of stores in China and Hong Kong

28%

of LMVH's annual revenue was attributed to the growth in the Chinese market

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