ipl-logo

Branding: A Case Study: The Body Shop

2022 Words9 Pages

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

Show More
Related

  • The Impact Of Kroger Company Contributed To America

    447 Words  | 2 Pages

    Under the company’s umbrella, there are 2,796 grocery supermarkets, to name a few Kroger, City Market, Kings Shoppers, Harris Teeters, Ralphs and Smiths are located throughout 35 states and the District of Columbia directly or through subsidiaries operations. (GuruFocus.com) The Company’s portfolio extends to successfully tackling and implemented 2,255 pharmacies. The company recent acquisition and merged a deal with ModernHealth in 2016. Under the merger, the company’s customer base would be broadened by the Kroger’s providing medication they normally do not disperse.

    Read More

  • Case Study: Ulta Salon, Cosmetics And Fragrance

    494 Words  | 2 Pages

    Ulta Salon, Cosmetics & Fragrance Overview Ulta Salon, Cosmetics & Fragrance, otherwise referred to as Ulta or Ulta Beauty, was founded in 1990 by Richard George. It broke into a tough industry at a time when prestige, mass and salon products were all sold through distinctive channels of each other. Ulta offers customers a unique and convenient place to get everything they need related to beauty (Ulta Beauty, 2016 p. 28). Ulta has been publicly traded on the NASDAQ Global Select Market since October 25, 2007, and today is one of the largest beauty retailers in the United States. As of January 30, 2016, the end of its fiscal 2015 year, Ulta Beauty operated 847 retail stores across the US, and has already continued its rapid expansion since then (Ulta Beauty, 2016.)

    Read More

  • Ulta Beauty Financial Statement

    688 Words  | 3 Pages

    Ulta Beauty, Incorporated was founded in 1990 as a beauty retailer by Richard George, a former Osco drug Inc. president. In 1990, it was difficult for a consumer to purchase beauty products without shopping at various retail locations. Comparatively, Ulta Beauty offered a concept of All Things Beauty, All in One Place™. It is currently the largest retailer in the United States offering 200,000 products from 500 beauty brands through brick and mortar stores and e-commerce. The company offers fragrances, hair care products, skin care products, full service salons, and cosmetics.

    Read More

  • Ulta Beauty Essay

    897 Words  | 4 Pages

    Title: Unveiling the Beauty of Ulta: An In-Depth Analysis of an Advertising Powerhouse Ulta Beauty has become a household name in the beauty business, thanks to its wide selection of products and diverse variety of beauty services. In this advertisement examination, we will look at Ulta Beauty's advertising techniques, concentrating on key factors such as visual aesthetics and rhetoric, emotional appeal, marketing messages, target demographic analysis, and the influence of their advertisements. By exploring these characteristics, the goal is to gain a better comprihension of how Ulta Beauty has become a dominant force in the industry and how its marketing contributes to its success. Ulta Beauty's advertising efforts are consistently aesthetically stunning, capturing attention and leaving a lasting impact. Their advertisements, with their brilliant colors and clean designs, evoke a sense of attraction and aspiration.

    Read More

  • Marketing Case Study: Sephora

    1367 Words  | 6 Pages

    Introduction Sephora was first founded in Paris 1969 by Dominique Mandonnaud who made a daring change to the way perfume and cosmetics were sold, letting the consumers try before purchasing. Instead of having sales representatives at the counter, Sephora had beauty advisors stationed at the counters to offer advice and ideas to each individual. Over the years Sephora has grown mightily, boasting over 2000 stores worldwide and employing an estimated number of 25,000 employees. To uphold the top spot in the market, Sephora has constantly rolled out new products into their stores with outstanding innovations, making it hard for their competitors to follow.

    Read More

  • Why Is Trader Joe's A Good Retailer For International Expansion

    3328 Words  | 14 Pages

    Introduction As the world we live in today continues to flatten, new channels begin to emerge across the globe. The technological age that we live in today has forever changed they way retailing functions, creating new opportunities for international success. However, the thought of internationalization can be daunting for many retailers, especially due the large history of retailers who have expanded internationally and then failed. Although this type of expansion can be overwhelming, if done properly, the new retail format can generate a great deal of success for the retailer.

    Read More

  • Case Study Of Ulta Beauty

    650 Words  | 3 Pages

    is one of the top grossing and largest beauty supplier in the US. Ulta Beauty was started in 1990 in Illinois and was originally called Ulta Salon, Cosmetics, and Fragrance, INC. (2000) Ulta Beauty was one of the first cosmetic stores to offer both mass and prestige cosmetics in one place for a quick and easy shopping experience for their customers. Since then Ulta has expanded across 48 states in the US. They focus on their brand portioning with 'All Things Beauty, All in One Place'.

    Read More

  • Animal Testing In The Cosmetics Industry: A Case Study

    1142 Words  | 5 Pages

    Some of its loyal users lost faith in this brand and these customers who claims was against cosmetic testing on animals claims that they would give up using Estee lauder’s and replace it with a cruelty free brand. In no doubt, Estee Lauder was a successful and powerful brand in the skincare industry. In the past decades, their effort in creating wonderful quality products gains lots of loyal customers. It seems heartbroken while cosmetic lovers found out their favourite was using such unethical action just to make

    Read More

  • Makeup Advertising Analysis

    753 Words  | 4 Pages

    In many peoples’ lives makeup is step in their daily routine. Many people use makeup to boost their confidence and enhance their natural beauty. However, many makeup advertisements place an emphasis on people looking their best in order to sell products, which isn’t necessarily bad. Covergirl and Revlon are two makeup brands that use many tactics to appeal to consumers

    Read More

  • Swot Analysis Of Uniqlo

    1486 Words  | 6 Pages

    4.2 Place In Singapore, UNIQLO used direct selling approach to reach the consumers. The channels for consumers to purchase the products are the stores and online website owned by UNIQLO. A mobile application was also released for consumers to purchase the products through their smart phones. UNIQLO apparels are distributed selectively in more than one place, but not everywhere for the consumers. The first store opened in Tampines 1, and has grown to a total of 23 branches located across all major malls, island wide of Singapore.

    Read More

  • Branding Literature Review

    1157 Words  | 5 Pages

    Brands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or

    Read More

  • Loreal Pestel Analysis

    1016 Words  | 5 Pages

    Kiehl 's: It has positioned itself as a skin care place based in natural ingredients. With growing demand from natural products all over the world, this pharmacy can strengthen itself by laying stress on its ‘heritage’ and use of ‘natural ingredients.’ Having penetrated well enough, it would probably focus on product development and develop more products that deliver values such as heritage and natural cure. b. Lancôme:

    Read More

  • Case Study: Jo Malone Company

    1532 Words  | 7 Pages

    4.2.1 JO MALONE 4.2.1.1 Strategy Jo Malone Company takes its name from the brand creator. Jo Malone was a stylist that wanted to give a special present to her VIP clients, creating a special bath oil with natural ingredients like nutmeg and Ginger. (Gordo, 2013) Jo Malone London was created to celebrate British style with unexpected fragrances and the elegant art of gift giving.

    Read More

  • Case Study Of Fendi

    919 Words  | 4 Pages

    Introduction Fendi was started after Edoardo and Adele Fendi married, they open a boutique that sold leather good and fur workshop. It is the post-war period, which the middle class trying all sorts of ways to recover. Because of the historical and the background the shop is an immediate achievement (Fashion, 2013). Edoardo and Adele Fendi had five daughters, all five of them began working in the shop as early as age between fifteen to eighteen. Each of them taking different responsibilities in the shop as required.

    Read More

  • Case Study Analysis: Zara Fast Fashion

    1715 Words  | 7 Pages

    Resource based view is the tool that is used in order to evaluate the resources that are important for the organisation to make their performance effective. It is regarded as a significant approach that is used by the organisation towards attainment of competitive advantage. The aim of this paper is to evaluate the resource based view literature and then applying the knowledge on the evaluation of a case study organisation. The selected organisation is Zara Fast Fashion, which is analysed with the help of use of RBV towards achievement of sustainable competitive advantage. The theoretical concepts of the resource-based view is analysed and applied on Zara as a real world example.

    Read More

More about Branding: A Case Study: The Body Shop

Open Document