Challenges in the dermocosmetic market and its strategic implications : Aligning Teint Ideal’s brand strategy to improve performance

This paper analyses the difference in sales performance of two make-up sub-brands in relation to consumer perceptions and attitudes. While one of the make-up brands is performing well, the other brand is continuously decreasing in sales. The thesis investigates the strategic implications which consu...

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Bibliographic Details
Main Author: Heil, Verena (author)
Format: masterThesis
Language:eng
Published: 2016
Subjects:
Brand positioning
Brand portfolio
Brand architecture
Brand management
Dermocosmetic market
Make-up
Posicionamento de marca
Portfolio de marcas
Estratégia de marca
Gestão de marca
Mercado de dermocosmética
Maquilhagem
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/21018
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/21018

Internet

http://hdl.handle.net/10400.14/21018

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