Topic: brand imaging

Description: [?]

Preferred language style: English (U.S.)

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, 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 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.