Marketing Strategy: Enhancing Brand Equity by Developing a Brand Community

1552 Words7 Pages
MARK 3092 – INDIVIDUAL ASSIGNMENT:

UPSCALE SHAMPOO PRODUCT LINE

Table of Contents
Title Page………………………………………………………………..……………..1
Table of Contents…………………………………………………………….....……..2
Executive Summary………………………………………………………………...…3
Introduction……………………………………………………………………..……..4
Brand Management Issues & Recommended Solutions……………………………....5
Conclusion……………………………………………………………………………..9
Bibliography…………………………………………………………...……………..10

Executive Summary

This reports examines various successful hair care companies (Kevin Murphy/TreSemme), and through discussion of various of branding issues encountered, the following initiatives are recommended to enhance brand
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We are able to foster a positive relationship between our brand and our target customers (salons) by holding information nights and classes for salons to come in and try our new products. This atmosphere will allow the customer to develop a more intimate relationship with the brand, and it will also help builds customer loyalty through techniques learned for their businesses. By using our own shampoo products for the demonstrations, it will build awareness and spread positive word of mouth to external salons that are not in attendance about the product.

Similarly, we can host public demonstrations in key fashion dominated districts/shopping malls. This way we can spread brand awareness outside of our target customers and deliver our positive sentiment straight to the end user. This allows broadening from salons to reach other consumers who value their hair but don 't go to those particular salons. It is a social interaction yet maintains our exclusivity, as it’s temporary. In this environment, our brand strength can even be built with non-member onlookers who may be not be participating but will be within the vicinity of the events and be introduced to the brand for the first time.

As social media is becoming more prevalent5 in the world of fashion, we can use it as a vehicle to build our brand community. We can use social media to bridge the gap

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