The
greatest asset which the King Ludwig brand possesses,
consists of the associations and pictures evoked in
the minds of consumers. For King Ludwig is not just
some historical figure from the 19th century, but
a popular, living legend - with total relevance today.
What fascinates many people about Ludwig II - and
this is as true today as ever - is his lack of relationship
to a specific time or era. He was a person who did
not conform to the demands of everyday reality. He
stood much more for an idealised manifestation of
a better world, as seen in his life and his castles.
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And so he became what is recognised
today: the embodiment of many people's unfulfilled
wishes and desires. But how can this legend help in
building up a brand? - By concentrating on the central
thought: leave behind what is everyday. In the case
of the King Ludwig brand, it means it cannot be ordinary.
It essentially gives the consumer the feeling that
his "everyday" is being lifted to a new
level. It requires a certain something to do this.
And this is expressed
in the central brand concept, the brand's personality
and the whole brand ambience. |
