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    Ibc Speech

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    anjali.bhatia200
    Luxe uses an integrated branding communications strategy across multiple channels to create a consistent brand image. This strategy goes beyond selling watches by using the brand to raise awareness of social issues like child labor. Luxe encourages employees and customers to support ethical practices through donations from paychecks or considering the human cost of luxury goods. The brand differentiates itself through compelling branded content on social media and sponsorships that deepen relationships with target audiences while bringing attention to important issues in the industry.

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    Ibc Speech

    Uploaded by

    anjali.bhatia200
    21 views2 pages
    Luxe uses an integrated branding communications strategy across multiple channels to create a consistent brand image. This strategy goes beyond selling watches by using the brand to raise awareness of social issues like child labor. Luxe encourages employees and customers to support ethical practices through donations from paychecks or considering the human cost of luxury goods. The brand differentiates itself through compelling branded content on social media and sponsorships that deepen relationships with target audiences while bringing attention to important issues in the industry.

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    IBC SPEECH

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    Luxe uses an integrated branding communications strategy across multiple channels to create a consistent brand image. This strategy goes beyond selling watches by using the brand to raise awareness of social issues like child labor. Luxe encourages employees and customers to support ethical practices through donations from paychecks or considering the human cost of luxury goods. The brand differentiates itself through compelling branded content on social media and sponsorships that deepen relationships with target audiences while bringing attention to important issues in the industry.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    21 views2 pages

    Ibc Speech

    Uploaded by

    anjali.bhatia200
    Luxe uses an integrated branding communications strategy across multiple channels to create a consistent brand image. This strategy goes beyond selling watches by using the brand to raise awareness of social issues like child labor. Luxe encourages employees and customers to support ethical practices through donations from paychecks or considering the human cost of luxury goods. The brand differentiates itself through compelling branded content on social media and sponsorships that deepen relationships with target audiences while bringing attention to important issues in the industry.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Integrated Branding Communications (IBC) refers to a strategic approach that uses a range of

    communication channels and messaging to create a cohesive and consistent brand image.

    69% of growth comes from brands with a purpose. The brand purpose of Luxe goes beyond
    creating affordable luxury watches, as their collaboration with World vision is committed to
    increasing awareness about child labor and exploitation in the manufacturing industry,
    aiming to encourage consumers to purchase with awareness.

    This is central to the brands values and competitive positioning. At the backend of Luxe’s
    purposefulness practice employees are encouraged to share the values of the brand.

    Through partnerships with World Vision employees can donate $1 from every paycheck
    automatically to supporting ethical practices of their choice.

    brand recall is 59% higher for branded content than display and native ads. Luxe's signature
    story is an authentic and intriguing narrative that sheds light on the use of child labor in
    creating luxury goods.

    By examining the price tag and the worth, Luxe encourages consumers to think about what
    they are paying for. The story is aimed at building a strong relationship with the brand and
    engaging customers on a deeper level.

    Luxe's competitive advantage lies in its ability to use its platform to bring attention to a
    pressing issue in the industry while maintaining its premium image.

    Unlike many luxury brands that control their image using selective distribution channels,
    Luxe is using branded content to gain higher customer content engagement.

    Supported by Unmetric Infography Dior has been able to gain a competitive advantage on
    youtube with the highest number of subscribers gaining more customer engagement on
    social media platforms.

    Luxe’s communication plan is done through its digital media branding strategy, The content
    is inspiring, educational and aligns with the values of Luxe's customers.

    Using social media platforms of instagram and tiktok to promote the branded content.
    Further adding influencer engagement where products may be featured on celebrity pages
    and accounts.

    Additionally, Luxe is sponsoring sporting events and experiences to deepen its relationship
    with its target market. Luxe will be sponsoring Formula E events as the target market of this
    sport is shifting to a younger audience appealing to ages 25-34, aligning with the Luxe’s
    consumers. Which will further be supported by our secondary association brands such as
    Jaguar and Lexus.

    Brand portfolio

    In conclusion, Luxe's integrated branding communication strategy goes beyond selling


    luxury watches. It is a purpose-driven strategy that aims to create awareness and inspire
    change. Luxe is not just a watch; it is a lifestyle.
    Thank you now we will be viewing our branded content video.

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