1. Introduction 3
1.1. Purpose 3
1.2. Background 3
1.3. Scope 3
1.4. Methodology 3
1.5. Limitations/ Assumptions 3
1.6 Outline 4
2. Analysis of the Brand 4
2.1 Background information about the brand 4
2.2 Brand positioning 4
2.3 CBBE pyramid 5
2.3.1 Salience 5
2.3.2 Performance 5
2.3.3 Imagery 6
2.3.4 Judgement 6
2.3.5 Feelings and resonance 6
2.4 Brand elements 7
2.4.1 Brand name 7
2.4.2 Logos and Symbols 7
2.4.3 Slogan 9
2.5 POPs and PODs 10
2.6 IMC (integrated marketing communication) 10
3. Evaluation of brand 11
3.1 Interbrand method 11
3.2 Dimensions of brand performance 12
3.2.1 Loyalty measures 12
3.2.2 Perceived quality and leadership measures 13
3.2.3 Differentiation measure 13
3.2.4 Awareness measures 14
3.2.5 Market behavior 14
4. Recommendation 14
5. Reference 17
The main purpose of this report is to discuss the branding of The Body Shop, focusing on the techniques and strategies used to build up the brand. Moreover, this report will evaluate the success of Body Shop base on their dimensions of performance. Also, there are recommendations are given which may help Body Shop boost their brand performance.
Brands play an important role in marketing area and it is considered as complex and intangible messages as part of brand management strategies (Taylor et al, 2006). Brand managers now have to face with better understanding of the relationship between brand equity and customer loyalty. Furthermore, they need to know not only the process of creating successful brands but also apply it into competitive markets.
This report will focus on The Body Shop’s brand elements, CBBE pyramid, positioning, POPs and PODs, IMC and other marketing mix strategies as well as evaluations and recommendations of The Body Shop’s brand.
This report uses marketing concepts and theories from textbook, other academic resources, business online databases and industry trade journals.
1.5. Limitations/ Assumptions
This report is based on secondary data such as public databases and textbooks. Therefore, information can be obsolete and biased. The report is also limited to the maximum of 3000 words.
It is assumed that the data is reliable and accurate.
Firstly, the report discusses elements of Body Shop’s brand as well as analysis about the brand such as CBBE pyramid, positioning, POPs and PODs, IMC and other marketing mix strategies. Secondly, the report will evaluate the success of the brand of Body Shop which is based in dimensions of brand performance. Lastly, there are strategies are given to boost the brand performance.
2. Analysis of the Brand
2.1 Background information about the brand
The Body Shop International, founded in 1976 in England, is a beauty brand specialising in products made from natural ingredients (Datamonitor, 2007b). It owns a chain of over 2500 stores in over 60 markets worldwide (The Body Shop Australia, 2014).
Despite L’Oréal’s acquisition, The Body Shop’s five core values remained unchanged: against animal testing, support community trade, activate self-esteem, defend human rights and protect the planet (Datamonitor, 2007a).
2.2 Brand positioning
According to Sengupta (2005), the position of a brand is its perception in the mind of a target consumer. Therefore, for marketers, positioning is more about affecting consumers’ mental perceptions than doing something to the product. The Body Shop has successfully created an overall image of the company as an ethical and natural beauty brand, where every product is marketed as animal cruelty free and vegetarian (Euromonitor International, 2011). The image of having social responsibility is supported by the company’s five core values, campaigns against sex trafficking, animal testing, violence in the home, etc., and the philosophy of the founder, Anita Roddick: “Business