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
17 October, 2008

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: ____________________________________________________


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.

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,...

References: Aaker, D and Joachimstholer, E (2000) Brand leadership, London: Free press business.
Aaker, D and Keller, KL(1990) Consumer evaluation of Brand extension, Journal of Marketing, vol.54, January,27-41
Aaker, D
About marketing and strategy (last visit: November 10, 2008)
About strategy (last visit: November 10, 2008)
Ac Nielsen: Consumer Insight Magazine (last visit: August 11, 2008)
Aizhong He(2006): Commerical Brand Competition and Sustainable Development. Beijing: China Market Press.
Alreck, P.L.(1999), Commentary: A new formula for Gendering products and brands, Journal of product& brand management, vol.3 No.1 1994, 4—18
Bangqing Ding(2007), Brand successful chains, Beijing: Beijing Mechanics Press
Benady, D(1998) Factfile: Men are spending more on personal grooming products, marketing week May,38—40
Bioera (2003) Bio-beauty builds a beautiful new world of biology!? (last visit: July 11, 2008)
Biotherm official website (last visit August 18, 2008)
Bitz.K.(2000) The men’s Grooming Market, Household and personal product industry, October,55-64
Bocock, R. and Thompson, K(eds)(1992) Marketing and Design Management, London: International Thomon Business Press
Bruce. M. and Bessant, J(2002) Design in Business: Strategic Innovation Through Design, London: Lawrence and wishart.
Business Scotsman (lasting visit: August 11, 2008)
CCTV News (2004) The men’s skincare products market is booming (last visit: August 06, 2008)
CCTV News (2005) The strategic alliance between DHC and 7-11 (last visit: August 14, 2008)
China Today News(2006-2008),(last visit: July 23-September 13, 2008)
China Daily News(2005-2008)(last visit: August 10-29,2008)
Chunyang Qiao(2005), Brand culture, Guangzhou: Sui-yan University University Press
CNN fyi (lasting visit: August 16, 2008)
Cyberone (2005) The effects of celebrity spokesmen(last visit: August 15, 2008)
David Liss ,in case of crisis, use strategy(last visit: August 20, 2008)
Dena Taylor :The Literature Review: A Few Tips On Conducting It (last visit: August 17, 2008)
Dibb et al (1994) and Jobber (2004): brand management (last visit: November 10, 2008)
Dibb, S., Simkin, L., Pride, W
Dubois, B. (2000) Understanding the Consumer: A European Perspective, UK: Pearson Education Limited
Easter Online (2005) The review of DHC entering physical distribution channel (last visit: May 15, 2008)
Easterby-Smith, Research limitations (last visit: August 13, 2008)
Economic Daily (2005) ‘Bid business opportunity in Men’s beauty’ ( last visit May 15,2008)
Euromonitor (2004) ‘Men 's Grooming Products Global Overview’ (last visit May 15, 2008)
Facial plastic surgery: What a man wants (last visit August15, 2008)
Fan Ying, Brand strategy (last visit August 12, 2008)
Fashionguide (2005) Caring your face, pampering it(last visit May 15,2008)
Gillham, methods and analysis (last visit August 12, 2008)
Global Market Information Database (2005) ‘Economic Forecasting
Macro-Economic Data and Forecasts’ (last visit May 21, 2008)
GQ (2005) Styling a modern man (last visit May 22, 2008)
Heping Li(2007), Brand operation and management, Foshan: Jinan University Press
Hercafe (2003) The trend of Metrosexual (last visit May 15, 2008)
Hercafe (2005) Kiehl’s-the best for celebrities (last visit May 15, 2008)
Hercafe (2005) Spokesmen for men’s skincare products (last visit May 15, 2008)
Huixin Zhang,(2006), Methodologies of Brand Positioning, Shanghai: Shanghai Financial University Press
Hussey, J. and Hussey. R. (1997) Business Research, New York: Palgrave.
Jay,Car Brands Naming Strategy Renaming Brand Name (last visit August 12,2008)
Jianhu Chen(2006) One hundred methods of Brand management, Beijing: China Economic Press
Jobber, D. (2004) Principles and Practice of Marketing, 4 Edition, Berkshire: Mc Graw-Hill Education.
Johnson, G., Scholes, K., and Whittington, R.(2005) Exploring Corporate Strategy, 7hEdition, England: Pearson Education Limited
Johnson, Scholes and Whittingtion (2005): the importance of PEST framework is to look at the future impact of environmental factors which may be different from their past impacts.
Keller, K(1987) Strategic Brand Management: building, measuring and managing brand equity, New Jersey: Upper Saddle River.
Kessler, C
Kruger, R(2000) HBC: Male, Maintence, Retail Merchandiser, November, vol.40, part 11, 61—64
L’Oreal (2005) Annual results (last visit 12 August, 2008)
L’Orealchina news(2005-2008),(last visit August 9-29,2008)
Landor: Branding article (last visit August16, 2008)
Lovelock, C. and Wirtz Jochen (2004) Service Marketing: People, Technology, Strategy, 5 Edition, USA: Pearson Prentice Hall
Marianne Barriaux ,The Guardian (last visit, August 15, 2008)
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Brand Building Strategy Essay
  • Essay about Marketing Strategies for Luxury Brands
  • Strategy Essay
  • Essay on Brand Management Strategies
  • Essay about Marketing Strategy of King Brand Cement
  • Converse Brand Strategy Essay
  • Strategy of Apple Brand Essay

Become a StudyMode Member

Sign Up - It's Free