Topic: brand imaging
Each year, Revlon (or Cover Girl–your choice of company!)) sells billions of dollars worth of cosmetics, toiletries and fragrances to consumers around the world. Revlon (or Cover Girl) knows that when it sells make-up or fragrances, it sells much more than fragrant fluids.
Using what we learned in class, assignment questions to discuss what Revlon (or Cover Girl) is selling in addition to the tangible product– and the role that branding specifically plays. (Think about their Secondary Associations, Brand Identity Elements, how they have built response and relationships with their customers)
Imagine you were just hired as the Brand Manager for a new beauty, cosmetics or skin care company (or your new brand idea). What are the first 4 things you would do? Tell us about your brand and it’s positioning as part of this answer. Who are you? What are you? What are your attributes and benefits? Why are you introducing this brand and what are your competitive advantages?
You have hired a full-service PR and Advertising agency for the new brand. What would be your top items to assignment questions to discuss at your first meeting?
Be detailed and strategic. How will you establish Brand Salience, Awareness and Recall? How will you establish Learning, Consideration and Choice Advantages based on Performance and Imagery? What will some of your tangible and intangible associations be?
According to many Branding books, Public Relations is the least often used but potentially the most powerful tool at your disposal for launching a new brand or product. Now that you are the Brand Manager for a new cosmetics company, what would your PR strategy be as you prepare for your launch? Deliver at very least a 3-4 prong strategy.