Currently, brand recognition by customers is the main key to success in the market. Researchers note that more than 75% of consumers choose products from brands they know or from which they have already purchased (Jallad 2021). In fact, brand awareness is one of the key aspects of building brand equity and customer loyalty (Mokhtar, Othman, and Ariffin 2019; Shariq 2019; Chakraborty 2019). Moreover, brand awareness is the basis for building a brand image, which in turn determines customers’ purchase intention (Sürücü et al. 2019). Thus, the development of brand awareness and brand image are the main methods for attracting customers. It is important in this regard that these indicators also characterize the perceived quality of brand products, which additionally helps in building trust between customers and the company (Shariq 2019; Chakraborty 2019). These aspects together allow the company to acquire a stronger customer base and take a stronger position in the market.
The proposed research focuses on exploring potential strategies that Napoleon Perdis can use to increase brand awareness and develop the brand image. The company currently does not have a broad customer base and does not have a significant market share for future growth. The proposed study is aimed at analyzing the existing marketing strategy of the company, as well as at making recommendations for the necessary changes. The main purpose of the study is to determine the most effective marketing strategies within the company that could help in the development of brand awareness and image, as well as the construction of brand equity. Marketers may use the proposed research:
- To identify gaps in their existing marketing strategy;
- To consider solutions for increasing brand awareness;
- To define solutions for brand image development;
- To form a plan for the necessary changes in the marketing strategy, taking into account the proposed solutions;
- To consider the most relevant and effective tools for company marketing activities.
- Research Problem Statement: Explore strategies to increase brand awareness and brand image of cosmetics brand Napoleon Perdis.
- Type of Decision Problem: Strategy-oriented.
- Justification 1 – The brand was not successful enough in the market due to low brand awareness.
- Justification 2 – Many global brands successfully use the brand image as the basis of their marketing strategy.
- Justification 3 – The brand does not have effective promotion strategies through physical channels.
At the moment, there is a lot of research on how to improve brand awareness and create a brand image in the cosmetics industry. However, the limited focus has been given to the development of small cosmetic brands based on the personal reputation of their creators. In particular, this stage highlights the use of social media as a primary channel for improving brand awareness. The results of the study and the recommendations proposed within it provide insights into effective marketing strategies for small brands in a highly competitive environment based on the creation of a strong brand image.
Marketers in the Cosmetics Industry:
- Marketers can consider effective strategies for promoting beauty products in a highly competitive environment;
- They can also gain insights into brand awareness techniques through the creation of a strong brand image linked to the reputation of the brand creator;
- Marketers can get valuable guidance on how to promote a product through digital channels in a highly competitive environment.
- The research can provide valuable data for the creation of other scientific studies;
- The paper can highlight what factors influence the formation of brand awareness and brand image in the cosmetics industry;
- The study can identify gaps in the scientific literature on methods for developing marketing strategies.
- The paper will give consumers an idea of the mechanisms of marketing promotion, which will allow them to form more accurate opinion about products they purchase;
- The paper can also increase consumer awareness of strategies being applied within the cosmetics industry.
Chakraborty, Uttam. 2019. “The Impact of Source Credible Online Reviews on Purchase Intention: The Mediating Roles of Brand Equity Dimensions.” Journal of Research in Interactive Marketing 13, no. 2: 142-161.
Jallad, Revecka. 2021. “To Convert More Customers, Focus On Brand Awareness.” Forbes, 2021.
Mokhtar, Rahayu, Zulhan Othman, and Hashim Fadzil Ariffin. 2019. “The Effect of Brand Awareness, Brand Image and Perceived Quality on Customer Behaviour Intention.” International Journal of Academic Research in Business & Social Sciences 8, no. 12: 2023-2035.
Shariq, Mohammad. 2019. “A Study of Brand Equity Formation in the Fast Moving Consumer Goods Category.” Jindal Journal of Business Research 8, no. 1: 36-50.
Sürücü, Özlem, Yüksel Öztürk, Fevzi Okumus, and Anil Bilgihan. 2019. “Brand Awareness, Image, Physical Quality and Employee Behavior as Building Blocks of Customer-Based Brand Equity: Consequences in the Hotel Context.” Journal of Hospitality and Tourism Management 40: 114-124.