Louis Vuitton (LV) focuses on luxury product category and one of the top 20 brands listed in Forbes in 2019. LV was founded by the French designer, Louis Vuitton. He was the most prominent designers of leather goods in the history of France. In 1854 in Paris, he opened the first suitcase store with his own name. A century later, Louis Vuitton bags and leather goods become one of the best brands in the areas. Today, the Louis Vuitton brand has not only limited to the design and sale of high-end leather goods and luggage, it also has extended product and brand line which include accessories, shoes, bags, jewelry, watches, media, and wine. Besides that in 2016, LV company had made an announcement that they have changed a new packaging, and the packaging will be explored in section 1.b. The advantages of line and brand extensions for LV brand are the products are viewed as an exclusive status symbol and everyone has already aware of the brand as it has been established for a long time. Thus, development cost and advertising cost will be lower compared to new brands. However, both extensions have limitation. Any new products must be positioned carefully as not to hamper the brand’s position as a leader in luxury and most of the budget is allocated to pursue counterfeit cases.