Description
In today's highly competitive and oversaturated market, companies are constantly striving to distinguish themselves and make an impact on consumers’ mind. Research has shown that brands with a strong and clear brand identity are more likely to succeed in connecting with consumers.The present study aims to investigate how founder characteristics can affect brand identity and influence consumer behavior towards brands, as well as the impact of consumer nationality on this relationship. The research is conducted through a case study of Bobbi Brown Cosmetics (BBC) and Jones Road Beauty (JRB), two makeup brands founded by makeup artist Bobbi Brown (BB). Through a combination of a mixed-approach methodology (including an interview with Bobbi Brown, a survey and a focus groups), the research sought to contribute to the understanding of brand identity in the cosmetics industry, providing practical guidance for new companies looking to capitalize on their brand identity. Findings suggest that cosmetic brands should carefully consider the founder's story as it impacts consumer behavior through brand identity, and tailor their marketing strategies to the target segment. Additionally, when internationalizing a makeup brand, it is important to study the new market's behavior, as nationality was found to play a significant role in consumer behavior in the industry. Cosmetic consumers were found to be very loyal to they preferred brad making it critical for companies to make a strong impression on consumers from the outset of their decision-making process.
| Period | 2023 |
|---|---|
| Degree of Recognition | Master |