SEMINAR PAPER UNIVERSITY OF WESTERN SYDNEY PARAMATTA CAMPUS Jan. 2012
Student: NGO DIEN THUAT Unit Coordinator: Dr. NICOLE STEGEMANN
TABLE OF CONTENTS
INTRODUCTION3 MAIN CONTENT (Answering the four questions)
1.Cacharel’s brand identity.4 Its conceptual and tangible components. 5 Summary in five words. 5
2.Cacharel umbrella brand 6 Sub-brand of Cacharel 6
3.Root cause of Cacharel’s crisis 7 Brand identity help 8
4.Kataschnias’s approach for Cacharel’s problems.10
CONCLUSION11
REFERENCES12
INTRODUCTION
Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from The CK’s advertisement had touched to the heart of young consumers in a chaotic changing of social and political certainties (Insead, 2007). They did focus on consumer trends meanwhile Cacharel had missed and shaped customers preferences by themself. Doug Holt (2003), in his work “How Brands become icons” he said that the most successful brands use myths to address deep national conflicts that reside within the individual‘s psychology, then those consumers use brands to heal their conflicts. Those brands empathically understand of people’s most acute desires and anxieties. Secondly, Cacharel made mistakes by inconsistent brand identity for new product launches, particularly with Eden. With the connotations of eroticism targeting on both gender, Eden had stepped out the boundary of Cacharel’s brand identity, while young consumers had still continued to buy Anais Anais, as its coherence was set a girl quite innocent, tender with floral fragrance. Kapferer (chapter 11, p271) he states that the identity of the brand is its kernel, the attributes that are necessary for the brand to remain itself, once they change will be hampered.
Figure 3: Logo evolution of Cocacola (source: www.boredpanda.com) As we can see on the figure 1, Cocacola’s logo has changed over time, but they (firm’s owners) were extremely carefully to maintain their visual identity (shape, colour, and name). The aim is to avoid damaging the brand
