euset as a brand name suggest a vision or an image of? Above all we should at first point out that it is the very qualities of Le Creuset products that create its image and culture world-wise. Le Creuset cast iron cookware has three outstanding features by which its recognised: its high quality, its superior durability, and the brightness and depth of its colour. These three distinct characteristics guarantee a very up-market product that consumers would highly desire and aspire to buy. The name, image and culture of Le Creuset created by the properties of the company’s products are very unique. Le Creuset in known to be the ‘cream of the crop’. It represents the ‘perfect blending of fashion (appearance) and function to bring you the best in versatility and long lasting value’. It is also known to be recognised by chefs worldwide for its superior cooking and serving capabilities. It known simply thus for its excellence.In addition it is believed by the market of consumers that Le Creuset cookware has been ‘crafted with meticulous, old-world care in France since 1925’. This specially describes Le Creuset’s culture. its products have a unique personality; they have a historical background attached to them. This could account for why manufacturing in the company is until today still concentrated. It is for the benefit of the makeup of the company’s image and brand name. This takes us to yet another related subject: the price of the products. Because Le Creuset’s products are the top of the line, they cost to manufacture and in addition as a result they cost to purchase. In other terms they are relatively expensive. The products are thus targeted at the middle class to upper class population. This is more obvious if we were to analyse the nature of the company’s key markets-being more or less developed economies with a high population of middle-class consumers...
