BRAND AND BRANDING EVALUATIVE REPORT. Research Paper (Research Paper Sample)

BRAND AND BRANDING EVALUATIVE REPORT
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Introduction
. Branding involves creating a unique name and image of a particular product in the. targeted consumer’s mind to maintain a good relationship, not to mention establishing customer loyalty, especially through promotional ideas with unique corporate identity (Kapferer 2012, p. 7). Branding establishes a product in the market with a distinct identity that helps in attracting new customers and retaining loyal customers in the market. Also, branding offers an edge in the highly competitive market. Branding concept is applicable to all companies whether it is involved in the mass market or producer of slow moving goods. This literature seeks to evaluate brand identity of Too Faced, Lush, and Marck Jacobs Beauty companies based Kapferer’s prism of brand identity. The paper also will analyze the dynamics of modern consumers in the market as far as branding is concerned.
Competitor analysis
The building blocks of a robust marketing plan require knowledge about your customers’ needs and knowing what your competitors are doing to address them. As Kapferer (2012, p.51) highlights that what consumers perceive about a brand is based on the customer’s experience with the brand and the history of the brand. The three cosmetic stores have invested in the quality of their products, the needs of their customers, the strength of the products, weaknesses of the products and the marketing approach. The aspects are in line with the Kapfere prism of branding and therefore, make every company get the view of the market to meet customers’ needs to get new customers. These products tend to portray a consistent physical identity throughout. A closer look into the aspects of the branding prism reveals every competitor’s determination to achieve a market edge.