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In order to off-set the effects of this multi-billion dollar per year industry, LVMH must take steps such as working with governments and international organizations that target counterfeiters. Another, somewhat ironic, threat to the LVMH brands is the increasing demand for their product among the middle-class. In order to maintain its status as a purveyor of fine goods for the wealthy, LVMH must walk a fine line of satisfying some of the increased demand but not diluting the market through its own actions.
One of the most valuable assets of a company like Louis Vuitton is its brand equity. While not directly measurable, some sources have attempted to quantify these values and provided the following measurements as example: Marlboro $33B, Microsoft $9...
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