[마케팅]시세이도 화장품 브랜드 analysis

소개글

이 레포트는 캐나다 비지니스 스쿨 교환학생 시절, Brand Management수업 시간에 시세이도 브랜드 분석 관련 영문 레포트 입니다.

목차

TABLE OF CONTENTS
EExecutive Summary

1. BRAND EQUITY
BRAND AWARENESS
BRAND RECOGNITION
BRAND RECALL
PERCEIVED LOYALTY
BRAND QUALITY
BRAND ASSOCIATIONS

2. BRAND IDENTITY
AS A PRODUCT
AS AN ORGANIZATION
AS A PERSON
AS SYMBOL
BRAND CORE

3. LOVEMARK EVALUATION
MYSTERY
SENSUALITY
INTIMACY

4. RECOMMENDATIONS
BRAND EQUITY
BRAND IDENTITY
LOVEMARK
APPENDIX AND FOOTNOTES

본문내용

Brand Equity is created through aggressive mass marketing campaigns. Good examples are companies like Nike and Coca Cola whose corporate logos earn worldwide recognition. A report indicating the Shiseido’s brand equity relative to other brands such as Elizabeth Arden or Estee Lauder in its category follows.
Shiseido is Japan`s largest cosmetics and toiletries company. The company distributes its products through self-owned chain stores and through general drugstores and merchandize stores. The company has strong brand equity in the personal care category.

In addition, Shiseido has strong brand equity for quality skincare products. The company`s recently introduced `Skincare House Shiseido` beauty concept has earned it significant acclaim in the skincare category in Europe and North America. The newly acquired brands, Decleor in France, and Nars and Joico in the US, have a strong reputation in their respective markets. Aupres, a brand introduced in the Chinese market, has a leading position in the cosmetics market. Cle de Peau is a high margin brand with relatively little advertising support. Strong brand equity supports long-term stability in revenues also facilitates expansion in new regional and product markets.

참고 자료

The brand marketing book, Joe Marconi, NTC Business Books
World class brands, Chris Marcrae
Designing brand identity, Alina Wheeler, Wiley 2003
Inclusive branding, Klaus Schmidt and Chris Ludlow 2002
The world’s greatest brands, Edited by Nicholas Kochan, Interbrand New york university press