Final - Brand Management.pdf

It was apothecary style and had a minimal aesthetic

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lab concept that emphasizes personalization. It was apothecary-style and had a minimal aesthetic. However, it was not effective because it was not any different than their competitor brands. Their brand concept including a wabi-sabi style which was taken from their competitor and it may be too complicated for consumers to have full freedom in choosing their own personalized scent. A lot of consumers don’t know much about fragrances other than what they fragrance they like. So, to pick a top note, mid note, etc. may be overwhelming. Their IMC programs are appropriate for their brand and want to be featured in outlets like Vogue, ELLE, WWD, etc. It is effective to create a newsletter for updates, branded content and invitations to in-store events. Their brand name name was hard to pronounce and may be ineffective at gaining new customers. The brand slogan, “Purify, mature and perfect yourself.” Does not exactly match their overall brand concept and comes off snobby. The brand packaging was appropriate for the brand and matched the concept. The brand’s core values and mantra match the brands concept of personalization and being yourself. The secondary association of the Ritz-Carlton was appropriate because the brand is a luxury fragrance brand that will most likely resonate with the same consumer that stays at the Ritz-Carlton. The second secondary association is Halsey which most likely will not be effective and feels awkward. She has a lot of controversy surrounding her and that will most likely isolate consumers. The brand extensions of home diffusers and candles are appropriate with the luxury fragrance brand and seem like the natural next step.
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3rd Presentation - Soap The third brand was soap. The brand’s name was Gia and inspired by Yin and Yang philosophy . Their concept was duality and the philosophy was exfoliating and moisturizing which is a duality product. I thought the inspiration and concept worked well for a soap brand and consumers would like a soap bar that had multiple functions. The 4 scents are a nice range so
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