1. Brand positioning: LVMH Group focuses on luxury goods, covering fashion, jewelry, cosmetics and other fields. Its brand positioning is high-end luxury, emphasizing unique brand characteristics and exquisite design, while DKNY pays more attention to casual and fashionable style. Its product line includes clothing, accessories, perfume and other fields, paying more attention to comfort and practicality.

2. Brand image: LVMH Group's brand image is associated with high-end, luxury and exquisiteness, and its advertisements pay more attention to the history, tradition and uniqueness of the brand, while DKNY pays more attention to youth, fashion and vitality, and its advertisements pay more attention to emotional connection with young consumers.