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