BRM 353 Wk 2

Topics: Brand management, Brand, Logo Pages: 6 (1080 words) Published: February 28, 2015

Applying Branding Techniques

March 9, 2014
Queen Mack

The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand Three executives gave their expert advice in the decision making process throughout the simulation exercise. They were Tina Trotter, Head of Sales; Monique Knight, Brand Consultant; and Jim Reding, Country Manager. Perceptual Map

The simulation give the psychographic profile of the Ayurvedic customer as Caucasian to African American, age 18-35 with an income of $50,000 or higher. The consumer survey shows the customer base largely holistic and classy with a combined 55%. Meaning they like the natural base products and exclusive products. The principles of Ayurveda are explained as the Three Doshas. This is important to understand because it shows the three skin types the new brand will target. This will be dry, oily, and irritable. The brand position choice made was high on both holistic and classy and titled Enduring Secrets from the East. This was incorrect. The correct choice was high holistic and low classy. Correct title is Perfect balance, mind and body. The reason for the choice was because of the psychographic percentages only contained a slim difference in weighted value. I didn’t realize this choice meant the brand would need to carve out a new niche instead of competing against another company’s products. The choice made meant the perception of the product would be set as a lofty, unreachable goad of perfect in every way alleviating all concerns and possible disadvantages. Brand Name, Logo, & Slogan

Two choices were made correctly using the focus group information. The brand name chosen was Natural Balance because it aligned with the brand positioning. Logo number 2 was chosen because of the market survey’s information. The logos green color and curves match the preferences of the focus groups. The shape gives the feel of feminine soft. The slogan of A Return to Nature was chose, but was not the best choice as it was similar to a competitor’s slogan. This choice doesn’t allow the brand to stand alone and differentiate itself in the market. It could dilute the brands identity. According to the choosing of a name, logo, and slogan are nearly as important as the products sold. “If you choose your name and logo well, they will stay in your customers' minds and remind them of the value your company offers. In fact, a well-chosen name and logo can help you to stand out amount the competition. Your customers will instantly think of your memorable business name and logo whenever they are in the market for your products or services.” For this very reason, the slogan that is similar to another like product is a grave error. Brand Associations- The Final Look

Now we are down to choosing the brand associations. Who will promote and what events or causes will be align our brand with? The focus groups chose Maria Switzer as the spokesperson. They also pointed to two functions of interest, Partner with GreenEco and providing grants to women’s trust funds. These choices used $27,300 of the allotted $34,000. Total cost of these choices is $327,000 and under budget. It makes sense for a product that is built around natural ingredients to be associated with an environmental group like GreenEco. It also shows the company’s long term commitment to the environment. The choice of providing...

References: Chron, retrieved March 9, 2014 from
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