VOC 1
The best-selling product or brand in a market
Market Leader
The set of products made by a company
Range
What is the name of the famous French luxury brand that created the iconic No. 5 perfume?
Chanel
Which Parisian avenue is famous for hosting many luxury brand stores?
Avenue des Champs-Élysées
What luxury brand is known for its orange boxes and specializes in leather goods, scarves, and fragrances?
Hermès
The second best-selling product or brand in a market
Market challenger
Customers of a similar age, income level or social group
What is the name of the Swiss luxury watchmaker famous for its “Crown” logo?
Rolex
Which luxury fashion brand is known for its signature check pattern and trench coats?
Burberry
Which luxury group owns brands like Dior, Louis Vuitton, and Givenchy?
LVMH
Using an existing name on another type of product
Brand stretching
How familiar people are with a brand (or its logo and slogan)
Brand awareness
What luxury brand, founded in 1917 in New York, is famous for its engagement rings and uses a signature blue box?
Tiffany & Co.
Which luxury brand was originally founded as a saddle-making company in Paris in 1837?
Hermès
Which luxury fashion brand is famous for introducing the red lacquered sole on high heels, a signature of its footwear?
Christian Louboutin
When products are used in films or TV programmes
Product placement
The use of a well-known person to advertise products
Product endorsement
Which Italian luxury brand is known for its horse-bit loafers?
Gucci
In which year was the luxury French brand Chanel founded?
1910
Which luxury fashion house broke tradition by appointing Pharrell Williams as its Men’s Creative Director in 2023?
Louis Vuitton
Brand Positioning: How the brand is placed in the market relative
to competitors. It involves
????: The specific group of consumers the brand aims
to reach.
????: What makes the brand distinct
and preferable over others
Target Audience + Unique Selling Proposition (USP)
Brand Values: The principles and beliefs that guide the brand’s
behavior and decision-making. These reflect:
????: The brand’s purpose and future aspirations.
????: The brand’s stance on societal
and environmental issues
Mission and Vision + Ethics and Social Responsibility
Which luxury brand produces the iconic “Reverso” watch, designed originally for polo players to protect the watch face during games?
Jaeger-LeCoultre
Which luxury jewelry brand, founded in 1884 in Rome, is known for its bold designs inspired by ancient Roman and Greek motifs, often featuring colorful gemstones?
Bulgari
What is the term used in the luxury industry to describe limited-edition or exclusive products made for very small audiences?
Bespoke