Branding: A Case Study: The Body Shop

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Branding The term BRAND is defined as ‘a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors’ - PHILIP KOTLER AND KEVIN LANE KELLER 13TH EDITION Successful brands connect with a target audience both functionally and emotionally. The product is part of a brand but it is not the brand. Customers evaluate identical products differently depending on the brand. As everyday life becomes more complicated and time starved, a brand’s ability to simplify decision making and reduce perceived risk is invaluable. Branding offers manufacturers and distributors a powerful tool to secure a sustainable competitive advantage. In order for a brand to survive, it must be perpetually salient and the consumer permanently involved. In other words, the consumer owns the brand. ‘An organisation can attempt to create a brand, but it is consumers who will determine whether a brand comes alive or not’ – Timacheff and Rand 2011 Our Case – THE BODY SHOP The Body Shop was founded by Dame Anita Roddick on 26th March 1976. It is now a leading brand in the cosmetics industry that uses natural ingredients for its products. It consists of a chain of branded stores distributed throughout the world.The Body Shop is a multi-local business with over 2500 stores in 60 different markets. The Brand has previously focused advertising campaigns on voicing and spreading

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