Market research firm Kantar Japan conducted an online survey called "BrandZ" on luxury brand awareness and evaluation from September to November 2013. The survey participants were men and women aged 18 to 65 who had purchased designer clothing or accessories in the past 12 months and were interested in buying clothing. 400 respondents each were from Japan, the United States, and France, and 300 from China. Consumers in each country were asked questions such as "Are you familiar with Louis Vuitton?" and "Have you ever used their products?" and were given an "Awareness/Usage Experience Score" out of 100. Japan and France scored 87, China 79, and the United States 77, all of which were high scores. The "Purchase Choice Score," which assessed whether consumers "evaluated Louis Vuitton (products) and whether it was a brand they would consider purchasing," scored 53 in Japan, 51 in China, 45 in France, and 38 in the United States.

When asked "Are you satisfied with Louis Vuitton (products)?" and "Would you prefer to buy Louis Vuitton over other brands?" as "satisfaction scores," China came in first with 18 points, followed by Japan with 12 points, the United States with 6 points, and France with 5 points. There are not many brands that receive a satisfaction score above 10, which indicates "satisfied/will only buy this brand," so it turns out that Chinese and Japanese consumers hold Louis Vuitton in high regard.

BrandZ's survey results are also used in the "BrandZ Top 100 Ranking," conducted annually by the world's largest advertising company, and Louis Vuitton was ranked 30th overall in 2014, and 1st among luxury brands.