Brand Development Strategy of Kiehl’s

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Brand Management Assessment 1 Research object: Kiehl’s CHAPTER1. INTRODUCTION 1.1 Report Objective The goal of this study was to discuss the brand development strategy of Kiehl’s in skin care industry. Methods of analysis include customer-based brand equity, brand equity and marketing mix will be combined to review and evaluate the brand development strategies of Kiehl’s. 1.2 Company background 160 years ago, Kiehl’s was founded as an old-world apothecary in New York City's East Village in 1851. Kiehl's was purchased by the L'Oréal Group in 2000 and currently has more than 250 retail stores worldwide, and over 1000 points of sale supported by sales in high-end department stores, airport locations, as well as independent…show more content…
“Brand equity is the set of assets and liabilities linked to the brand. There are three types of brand asset – brand awareness, brand loyalty, and brand associations. Each creates formidable competitive advantages,, and each needs to be actively managed.” (Aaker, 2010: 176) 2.1 Stage 1: Brand Identity The main purpose of this stage is to create brand awareness. Through repeated exposure the brand name, symbol, logo, character, packaging or slogan, or through combination of marketing mix, this can help enhance brand recognition in consumer’s mind. For Kiehl’s, it does not has graphic mark to represent the logo, the logo of Kiehl’s is the brand name, clearly written on every products. Moreover, it is interest to have Mr. Bones, which can be found in every Kiehl’s stores. Mr. Bones serve as a reminder of Kiehl's tradition in medicine and dedication to science. Keller (2008) states transferability measures the extent to which the brand element adds to the brand equity of new products for the brand. Mr. Bones can represent the secondary association of Kiehl’s, it is harmony to make alignment. It is easy to recognize. Other than brand recognition, brand recall is also necessary. People would not get confused what Kiehl’s is going to sell, it is because Kiehl’s is focusing resource allocation in skin-care ingredients, they put all

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