Marketing Strategy: Enhancing Brand Equity by Developing a Brand Community
MARK 3092 – INDIVIDUAL ASSIGNMENT:
UPSCALE SHAMPOO PRODUCT LINE
Table of Contents
Title Page………………………………………………………………..……………..1
Table of Contents…………………………………………………………….....……..2
Executive Summary………………………………………………………………...…3
Introduction……………………………………………………………………..……..4
Brand Management Issues & Recommended Solutions……………………………....5
Conclusion……………………………………………………………………………..9
Bibliography…………………………………………………………...……………..10
Executive Summary
This reports examines various successful hair care companies (Kevin Murphy/TreSemme), and through discussion of various of branding issues encountered, the following initiatives are recommended to enhance brand equity through our brand community:
Partnership with popular salons, to exclusively utilize our product line - building on positive customer-based brand equity through association with another top brand.
Hosting information sessions for our target consumers (salons), in order to foster a positive community environment in an intimate setting.
Hosting similar events in public spaces such as major malls/fashion outlets in order to engage the end consumers of the product.
Social Media (Instagram): This will allow us to target our end-consumers and build upon a brand community through open discussion of our postings between an already active fashion-centric community.
Encompass our brand initiatives through a “brand mantra”
Introduction
An upmarket shampoo brand has the task of meeting the needs of their target customers. Their end consumers are those who view their hair as a source of pride, and those who value and desire the best organic ingredients above the cost.
An example of an upmarket shampoo brand that has built a strong brand community would be “Kevin Murphy”, an upmarket hair shampoo and product line for salons only. The products are “made from renewable and sustainable resource whenever possible,
UPSCALE SHAMPOO PRODUCT LINE
Table of Contents
Title Page………………………………………………………………..……………..1
Table of Contents…………………………………………………………….....……..2
Executive Summary………………………………………………………………...…3
Introduction……………………………………………………………………..……..4
Brand Management Issues & Recommended Solutions……………………………....5
Conclusion……………………………………………………………………………..9
Bibliography…………………………………………………………...……………..10
Executive Summary
This reports examines various successful hair care companies (Kevin Murphy/TreSemme), and through discussion of various of branding issues encountered, the following initiatives are recommended to enhance brand equity through our brand community:
Partnership with popular salons, to exclusively utilize our product line - building on positive customer-based brand equity through association with another top brand.
Hosting information sessions for our target consumers (salons), in order to foster a positive community environment in an intimate setting.
Hosting similar events in public spaces such as major malls/fashion outlets in order to engage the end consumers of the product.
Social Media (Instagram): This will allow us to target our end-consumers and build upon a brand community through open discussion of our postings between an already active fashion-centric community.
Encompass our brand initiatives through a “brand mantra”
Introduction
An upmarket shampoo brand has the task of meeting the needs of their target customers. Their end consumers are those who view their hair as a source of pride, and those who value and desire the best organic ingredients above the cost.
An example of an upmarket shampoo brand that has built a strong brand community would be “Kevin Murphy”, an upmarket hair shampoo and product line for salons only. The products are “made from renewable and sustainable resource whenever possible,
Bibliography: Kevin Murphy - About Kevin Murphy - About The Brand. 2014. Kevin Murphy - About Kevin Murphy - About The Brand. [ONLINE] Available at:http://www.kevinmurphy.com.au/aboutkm/about.brand.php. [Accessed 22 December 2014]. 2 Kevin Murphy - About Kevin Murphy - About The Man. 2014. Kevin Murphy - About Kevin Murphy - About The Man. [ONLINE] Available at:http://www.kevinmurphy.com.au/aboutkm/about.man.php. [Accessed 22 December 2014]. 3 rokk ebony | accolades. 2014. rokk ebony | accolades. [ONLINE] Available at: http://www.rokkebony.com.au/accolades.html. [Accessed 27 December 2014]. 4 rokk ebony | get the look. 2014. rokk ebony | get the look. [ONLINE] Available at: http://www.rokkebony.com.au/get_the_look.html. [Accessed 27 December 2014]. Definitions & Concepts: Kevin Keller, 2012. Strategic Brand Management Mark D Uncles, 2011. Perspectives on Brand Management. Edition. Tilde University Press.