1. Introduction 2
2. Branding Strategy 2
3. Branding in relation to the consumer psychologically and socially 4
4. Brand development and justification of brand development decisions 4
5. The impact of Internet and Advertising on the brand development 5
6. Co-branding in relation to the selected company 6
7. Internationalisation of the brand and reasons for choosing that particular country 6
8. Summary 6
9. References 8
10. Appendices 9
This report was conducted in order to present a new product on the make-up and beauty industry as well as an already developed brand management strategy consisting of crucial decisions that lead to the establishment of this product on the market. First, a brief description of the product will be given as well as the reasons for choosing this field for creating a business. Later on, a brand strategy will be designed with relation to the consumer on physiological and social level. The created brand will be developed and promoted by a variety of marketing techniques. The possible brand damage and co-branding will be discussed and finally, a plan of how to export the product globally will be created.
The inspiration for the creation of this product was taken by Gaelle Dellenbach. She is an established make-up artist with an outstanding experience in the field, which makes her perfect for creating the make-up line “Gaelle” that will be established not only as a brand, but makes her an advisor on an overall lifestyle. A lifestyle that has no age limits, promotes healthy living and creates beauty products that leads to a younger look for longer. In the fast-paced environment nowadays, it is difficult for the average women to spend all the time needed on taking care of their look, therefore the first line of Gaelle is based on multitasking. It consist of a foundation that...