Titre : |
The Change of the Brand identity in the cosmetics sector: impact on consumer's perception |
Type de document : |
Mémoire |
Auteurs : |
Alexia WASSMER, Auteur |
Année de publication : |
2021 |
Importance : |
33 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING STRATEGIQUE
|
Résumé : |
Change, and especially change in marketing efforts is critical for company survival in an ever-changing competitive environment. By examining Decléor brand, this study aims to identify the reasons for, but also to understand the implementation and impacts of a major change in brand identity.
The research objectives are the following:
1. To explore existing studies to understand how modifying the brand identity can influence the customer’s perception of the brand and how the change of visual identity can affect the top of mind associations.
2. Discuss with different individuals to get their views on the brands. Understand how their perception evolves when changing elements of the graphic chart.
3. Determine through these interviews the impact of change in packaging and communication. Draw conclusion about the element that impacts the most customer’s top of mind association and brand image. |
Programme : |
MSc International Marketing & Brand Management |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538657 |