Perceção dos consumidores do valor de marcas de cosmética de luxo

: estudo de caso Skinceuticals

Abstract

The concept of luxury, nowadays, tends towards two assumptions: brand and consumer. The brand prism is supported by a definition of luxury directed to the characteristics of the product, to the aspects and traits of a brand, being its principles the determinants of the concept. Luxury integrates several dimensions that contribute to its definition and its study is extremely relevant for the definition of positioning strategies of a luxury brand. To understand the positioning of a luxury brand, it is also essential to understand the perception that a brand has for consumers, which will determine the value that the brand conveys to them. This value that is attributed is conferred through notoriety, recognition, and associations, which generates in the consumer a certain meaning of the brand, which differentiates it from similar brands or competitors. All these elements characterize what we call brand equity.This research aims to assess consumers' perception of the brand equity of SkinCeuticals, as a luxury cosmetic brand. This analysis will be based on Aaker's Brand Equity Ten model, which describes the different interpretations that can exist on the value of a brand through the analysis of different aspects: brand loyalty; awareness; perceived quality; brand associations and market behavior and Kapferer's Brand Identity Prism.The main conclusion reached with this research is that the perceived value of luxury cosmetic brands is not fully recognized, and that SkinCeuticals does not yet have the necessary attributes to be perceived by consumers as a luxury brand.

Date of Award	6 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Oliveira (Supervisor)