BRAND EQUITY AND CAMPAIGN

Brand Equity and Campaign



Abstract

Brand equity is the main factor that supports the promise that the product offers and resulting in the perceived value of the product. When performed an analysis of consumer preferences focused on perceived value, clarifying power of brand management to get their preference in a given category and can estimate the monetary value of it. A brand is more than a product or service. The failure to distinguish between product or service and brand creates the trap of setting product-attribute in which the strategic and tactical management of the brand is focusing only on attributes. The paper covers the ad campaign of Araceli and Florence: a pair shining with Lux, a famous campaign launched by Unilever in the year 2009. The classic brand took the actress and her daughter as figures to present his new drops of liquid soap beauty. Nicholas Buzeta, as brand manager, explains the strategy. The brand new product represents something of a new generation to this one. The brand is "seeking continuous product innovation", with a focus always on "to reaffirm feminine beauty.



Table of Content

AbstractII

Introduction1

Brand Equity Theory1

Campaign Analysis5

History5

Innovations6

Visual Analysis7

Effect Reloaded7

Effect Inaugural7

Conclusions and Recommendations8

References10

Brand Equity and Campaign

Introduction

The much awaited globalization resulted in increased competition and consequently a multiplication of offers to consumers in all markets. It seems that a revolution in the market has risen to the marks. From all sides, the traditional brands seem to be under attack. Costs are climbing, consumer loyalty is fading. Retailers are competing with private labels. It is generating more and more niches, increases bargaining power of those who purchase and reduced advertising budgets.

The paper covers the ad campaign of Araceli and Florence: a pair shining with Lux, a famous campaign launched by Unilever in the year 2009. Usually, the brand builders define as main objective the achievement of global brands, when in fact their efforts should prioritize the creation of strong brands in all markets through global brand leadership. Successful companies have implemented a number of strategies to achieve this and to be developed along the thesis.

Brand Equity Theory

The market is flooded with generic products, competitive brands and line extensions. In this environment, the greatest fear is that the concept of brand value (brand equity), defined as consumer loyalty to an established brand is ceasing to matter. In this sense, to understand how to generate the value of a brand, it is important to understand the significance of this is to the consumer, as determined by the evocations that surround it, and by the experiences that inspire in him (Temporal and Lee, 2003, pp. 84). Thus, the value of successful brands goes beyond features and benefits they offer.

One of the biggest challenges for marketing professionals is to understand how to build this elusive concept of brand equity. Professor Kevin Keller, who is an authority on the concept of brand equity at the University of North Carolina, says: "Companies do not own their ...