MARK3092 T3 2024
BRAND MANAGEMENT
Sample Case Study (not graded)
(to be discussed in Tutorial 1, Week 2)
Longchamp
The Case Study
Please copy the entire link into a new browser window to get access to the case study.
https://hbsp.harvard.edu/tu/a775e877

Synopsis
Longchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon
across the globe. But managing the low priced, nylon handbag is challenging as Longchamp
tries to move its brand upmarket into higher priced, luxury leather goods. Longchamp is a
luxury brand, while Le Pliage is a premium brand. What are the brand mantras of Longchamp
and Le Pliage? How would both brands use their brand elements to build brand equity?
Learning Objective
The case allows for a robust discussion of the main topics related to brand management:
brand mantras and brand elements to build brand equity. The specific teaching objectives
include: To learn how to analyse brand mantras, and to evaluate the ability of brand elements
to contribute to brand equity.

Assignment Questions

1. Describe the brand mantras of (a) Longchamp and (b) Le Pliage in terms of brand function,
descriptive modifier, and emotional modifier. Compare and contrast the two brand
mantras.

Hint: see Lecture 1 and Reading 1.1 – Brand mantras (Lecture 1 folder on Moodle)

2. Use three criteria for brand elements1 (i.e., memorability, meaningfulness, and likability) to
evaluate the ability of tone of voice (characters/spokespeople) to build brand equity of (a)
Longchamp and (b) Le Pliage?

Hint: see Lecture 1 and Reading 1.6 –Choosing brand elements to build brand equity (Lecture 1 folder on
Moodle); Chapter 3 - Brand resonance and the brand value chain (Lecture 2 folder on Moodle)

1 Note: The first three criteria for brand elements – memorability, meaningfulness, and likability- are the
marketer’s offensive strategy and build brand equity.

1 Note: The first three criteria for brand elements – memorability, meaningfulness, and likability- are the
marketer’s offensive strategy and build brand equity.

Learning materials on case study method
The following chapters help you to understand the case method and how to prepare and
discuss cases. You can find them on the folder “Learning materials on case study method” on
Moodle.
▪ Chapter 1: What is the Case Method? What's in It for You?
▪ Chapter 2: What is a Case?
▪ Chapter 3: The Skills You Need to Read and Analyze a Case
▪ Chapter 7: How to Prepare and Discuss Cases