Assessing Hermès' Brand Management Capabilities

Yuan Li

Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China

Research Article

Assessing Hermès' Brand Management Capabilities

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@INPROCEEDINGS{10.4108/eai.18-11-2022.2326780,
    author={Yuan  Li},
    title={Assessing Herm\'{e}s' Brand Management Capabilities},
    proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China},
    publisher={EAI},
    proceedings_a={ICEMME},
    year={2023},
    month={2},
    keywords={brand management; brand dynamics pyramid; luxury brands; consumer behaviour},
    doi={10.4108/eai.18-11-2022.2326780}
}

Yuan Li
Year: 2023
Assessing Hermès' Brand Management Capabilities
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2326780

Yuan Li¹^,*

1: University of Exeter

*Contact email: yl849@exeter.ac.uk

Abstract

Branding has increasingly become mandatory for corporate boards in the field of corporate marketing. The value of a company's branding has a direct impact on the value creation and economic benefits of the organisation. Excellent brand management can effectively enhance a company's market value and contribute to its growth. The purpose of this research is to assess the brand management capabilities of the luxury brand Hermes, which can determine whether the brand value of the company can enhance the value of the company. This paper will use the Brand Dynamics Pyramid Model as a tool to assess the brand management capabilities of Hermès, which can be evaluated in five stages.

Keywords: brand management; brand dynamics pyramid; luxury brands; consumer behaviour

Published: 2023-02-15
Publisher: EAI

: http://dx.doi.org/10.4108/eai.18-11-2022.2326780