Rebuilding Brand Strategy

Topics: Brand, Brand management, Branding Pages: 59 (21109 words) Published: November 11, 2008
Rebuilding the Brand Strategy of L’Oreal for Men
in Mainland China

Chao Li
Dissertation
17 October, 2008

Declaration
Student Agreement:
I understand that the Oxford Brookes University has the non-exclusive right to electronically store, copy or translate my thesis/dissertation, in whole or in part, for the purpose of future preservation and accessibility. I declare that the paper/dissertation submitted is my original work, and that the version submitted is the same as the final version approved by the Examiners. I have made every reasonable effort to obtain permission from the owner(s) of each third party copyrighted material to be included in my paper/dissertation. I am aware that the University may submit copies of student work to a national database set up to detect plagiarism. I understand that the thesis/dissertation may be available electronically to a variety of individuals and institutions via the World Wide Web, including automated search agents. I understand that once the thesis/dissertation has been deposited, metadata relating to my work will be incorporated into the University Library Catalogue. The Oxford Brookes University reserves the right to remove any thesis/dissertation from the electronic repository in the event of its content breaching any laws including defamation, label and copyright. I acknowledge that the administrators of the electronic repository do not have any obligation to take legal action on my behalf in the event of a breach of intellectual property rights, or any other right, in the thesis/dissertation deposited.

Student Signature: ____________________________________________________

Acknowledgement

I wish to acknowledge the support and guidance received throughout the basic research, analysis and drafting of this dissertation.

Firstly, I wish to sincerely acknowledge the staff of our department at Oxford Brookes University, in particular my project supervisor, Mr. Gibbs, who has provided me professional advice and enthusiastic guidance during the development of this project.

I also wish to acknowledge the support received from the brand manager of L’Oreal Mainland China, Ms Chen Fang, through her thoughtful assistance and precious time.

Lastly, I wish to thank my friends and family for their help and support throughout this research.

Abstract
This dissertation aims to identify the ways to rebuild L’Oreal’s brand strategy for men in Mainland China. Introduction With the progress in economic development in Mainland China has come an evolution in male social behavior as regards attention and care for personal appearance. Chinese men, particularly in the main cosmopolitan centers, have become more sensitive to their skincare. L’Oreal, with a well-known brand of cosmetics for female skincare, has been very successful in capturing this growing market in China. The company is currently redefining its branding strategy for products aimed at men. Mainland China is a very large market for many products, and particularly for cosmetics, whose consumption is very much dependent on population size and purchasing power. This dissertation starts with an analysis of skincare products for men in Mainland China, and of the present market penetration of L’Oreal for Men. This is followed by a literature review, mentioning the most relevant theories of brand development and management strategies for consumer products, analyzing the current brand strategy of L’Oreal for Men as regards its internal environment, its external environment and trade constraints. Finally, the dissertation focuses on recommendations to rebuild the brand strategy of L’Oreal for Men in Mainland China, covering the following aspects: brand renaming,...

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