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Managing Brand Equity Analysis

The new brand will be called ReBeauty. This brand will be positioned as a unique possibility for every woman to mask some problems with skin and underline the natural beauty of every buyer. The communication strategy will be based on the idea that the notion and understanding is beauty is one of the most complex and disputable questions today. Philosophers and designers, ordinary citizens and musicians try to establish certain standards and principles of beauty derived from social and cultural values. Cultural trends suggest that beauty myth is appearance based on the sweeping skirts, elaborate hats, and tight-waisted blouses of the fashionable ladies. When fashion changes, appearance is also changed. Having a body that looks good in such clothes becomes increasingly essential for the fashionable girl; ballet and aerobic dance workouts helps.

For ReBeauty brand, consumers will provide the economic rationale for business and marketing activity. The products offered for sale, the manner in which they are offered, the distribution channels employed, the methods of branding and personal selling, and every other factor of marketing are all molded by consumer preferences, opinions, habits, beliefs, wants, needs, and desires. In this way, the total business system attempts to meet the desires of consumers. It is essential, therefore, that we analyze the antecedents of consumer behavior, the behavior itself, and the consequences of consumer reactions. Uncertainty exists in the purchasing-consumption cycle, since present purchases are made for future consumption (Aaker, 2003).

ReBeauty purchase responses will be shaped by communications which, in part, are controlled by the seller in the form of branding and selling. But seller-dominated market communications do not furnish all the information necessary to satisfy the curiosity and needs of buyers. Moreover, branding and selling may not be fully trusted. Both often fail to furnish the credibility or authoritative information that consumers need. Buyers therefore turn for information to the external informal groups with whom they are in contact. The latter can be more influential than the sellers. Buyer behavior includes reactions to marketing measures. A reaction may be influenced by opinions and preferences which, in fact, shape consumption (Aaker, 2003).

The main theories used in the campaign will be branding, customer value and positioning strategy.  The brand will be positioned as premium one for women between 20-40 years old. Both opinions and preferences are acquired and not inherited-they must be learned. The household that shapes the learning of tastes and preferences is a very influential force in personal consumption. The campaign will take into account that products may not be as functional or durable, or perform as well, as anticipated. Second, there is the risk of unfavorable product reflection on one’s self image. Product risk is a function of the degree of product knowledge, the price of the product, product visibility, and the social significance of products and their newness.

ReBeauty banding is designed to affect and shape demand by causing changes in buyer preferences and reactions or by bringing products and services into line with customer desires. Branding, personal selling, sales promotion, product development, pricing, and other marketing decisions endeavor to elicit favorable reactions from customers. They attempt to expand and shift demand for company products, thus extending market opportunity. Factors other than economic ones are significant determinants of buyer behavior. Certainly, less than optimal economic decisions are often made by buyers. These may result from imcomplete information, lack of insights, and imperfect knowledge of the consequences of various actions, as well as from psychological and sociological forces. Behavioral scientists, in assessing consumer behavior, have been greatly interested in the role of habit, impulse, and drives in buyer selections and decision making.