Research on Brand Image Building and Communication Under the Multi-Endorser Strategy: A Case Study of Louis Vuitton's Differentiated Advertising Practices with Chinese Endorsers Chris Lee and Eileen Gu

DOI: https://doi.org/10.62517/jbm.202609310

Author(s)

Yutong Yuan

Affiliation(s)

Vanke Jinyu Qujiang, Xi'an, Shaanxi, China

Abstract

Against the backdrop of intensifying competition in the Chinese luxury goods market, the multi-endorser strategy has become a core approach for luxury brands to achieve differentiated competition and build a multi-dimensional brand image. Taking Louis Vuitton (LV)'s differentiated advertising practices with Chinese endorsers Chris Lee and Eileen Gu as research objects, this paper combines brand image theory, cross-cultural communication theory and relevant studies on the multi-endorser strategy, using case study and mixed research methods to analyze the implementation path of LV's multi-endorser strategy, explore the mechanism of differentiated advertising practices on brand image building and communication, and examine the synergies and potential challenges of this strategy. The study finds that through precise positioning of different types of endorsers and differentiated design of advertising content and communication channels, LV has achieved complementary coverage of consumer groups and shaped an inclusive, innovative and high-end multi-dimensional brand image. However, it also faces risks such as cultural misinterpretation and negative incidents involving endorsers. This study provides practical references for luxury brands implementing multi-endorser strategies in China, and fills the gaps in existing research on the synergies of multi-endorser strategies and cultural adaptability in the Chinese market.

Keywords

Multi-Endorser Strategy; Brand Image Building; Luxury Brand; Differentiated Celebrity Endorsement

References

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