Kiehl S
Report Objective:
This report is going to identify the brand development strategy of kiehl’s , The brand development strategy analysis will focus on the customer-based brand equity model from Keller’s brand equity theory, and also includes the marketing mix in the brand development strategies of Kiehl’s.
TABLE OF CONTENTS:
Company Background
Brand Development Decision of Kiehl’s
Customer-based brand equity model
Marketing mix
Conclusion & Reference
Company Background:
Kiehl’s is an American cosmetic brand was founded in 1851, The predecessor of Kiehl’s is an old-world apothecary in New York City .In 2000, Kiehl’s was purchased by the L'Oréal Group.Nowadays , Kiehl’s has more than 250 tetail stores in the world and over 1000 points of sale supported, providing the skincare , body and hair care products.
The Mission of Kiehl's is “ a tribute to our belief in giving back; in supporting both the local communities in which we serve and the global community in which we live and thrive.” Kiehl’s is one of the top 50 most valuable cosmetics brands rank at 49th in 2013. (2) (3) (4) (5)
Customer-Based Brand Equity Model
“Customer-based brand equity occurs when the has a high level of awareness and familiarity with the brand, and holds some strong, favorable and unique brands associations in memory.” (6: Keller, 2013 pg 73)
From Keller’s Brand Equity Model (7:Keller et al.,2012,P.66) ,we can see the four stages of brand development and how to effectively build up a strong brand equity and the target consumers’ perceived value or not. When you have strong brand equity, you will have more loyalty customers and the loyalty customer will helps promoting your brand.
Figure 1 – Keller's Brand Equity Model (8)
Stage 1: Brand Identity
In Stage 1 is able to create a deep brand awareness, It should be develop a product first, and through the brand name ,symbol, logo, market research and based on research findings to adjust the product and the way to
This report is going to identify the brand development strategy of kiehl’s , The brand development strategy analysis will focus on the customer-based brand equity model from Keller’s brand equity theory, and also includes the marketing mix in the brand development strategies of Kiehl’s.
TABLE OF CONTENTS:
Company Background
Brand Development Decision of Kiehl’s
Customer-based brand equity model
Marketing mix
Conclusion & Reference
Company Background:
Kiehl’s is an American cosmetic brand was founded in 1851, The predecessor of Kiehl’s is an old-world apothecary in New York City .In 2000, Kiehl’s was purchased by the L'Oréal Group.Nowadays , Kiehl’s has more than 250 tetail stores in the world and over 1000 points of sale supported, providing the skincare , body and hair care products.
The Mission of Kiehl's is “ a tribute to our belief in giving back; in supporting both the local communities in which we serve and the global community in which we live and thrive.” Kiehl’s is one of the top 50 most valuable cosmetics brands rank at 49th in 2013. (2) (3) (4) (5)
Customer-Based Brand Equity Model
“Customer-based brand equity occurs when the has a high level of awareness and familiarity with the brand, and holds some strong, favorable and unique brands associations in memory.” (6: Keller, 2013 pg 73)
From Keller’s Brand Equity Model (7:Keller et al.,2012,P.66) ,we can see the four stages of brand development and how to effectively build up a strong brand equity and the target consumers’ perceived value or not. When you have strong brand equity, you will have more loyalty customers and the loyalty customer will helps promoting your brand.
Figure 1 – Keller's Brand Equity Model (8)
Stage 1: Brand Identity
In Stage 1 is able to create a deep brand awareness, It should be develop a product first, and through the brand name ,symbol, logo, market research and based on research findings to adjust the product and the way to