After reading the Bloomberg Businessweek article David Beckham's Latest Pitch: Men's Cosmetics, answer the following 4...

 

Transcribed Image Text:

After reading the Bloomberg Businessweek article "David Beckham's Latest Pitch: Men's Cosmetics", answer the following 4 questions: 1) Do you think this move makes sense for L'Oréal? Justify your answer by explaining House 99 positioning/brand essence based on the brand duality concept (hint: rational & emotional)? (15 points) 2) What kind of extension strategy did L'Oréal follow by introducing House 99? Please explain what kind of relationship exists between L'Oréal and House 99, what role does House 99 have in L'Oréal's brand portfolio strategy, and justify if this is the right approach given the before mentioned brand positioning. (15 points) 3) If you were the brand manager of House 99, what kind of pricing strategy and price-setting method would you use? Please explain and justify your approach given your two previous answers. (10 points) 4) What brand leveraging strategy did the brand manager for House 99 use? What market channel and/or communication strategy would you suggest to generate an even higher level of push and pull for House 99? (10 points) 5) Think about Keller's CBBE (Customer-Based Brand Equity) Model. According to his pyramid, connect the following: (5 extra points) Response: What about you? • • Identity: Who are you? • Relationships: What about you and me? • Meaning: What are you? • Resonance • Judgments and Feelings Salience • • Performance and Imagery After reading the Bloomberg Businessweek article "David Beckham's Latest Pitch: Men's Cosmetics", answer the following 4 questions: 1) Do you think this move makes sense for L'Oréal? Justify your answer by explaining House 99 positioning/brand essence based on the brand duality concept (hint: rational & emotional)? (15 points) 2) What kind of extension strategy did L'Oréal follow by introducing House 99? Please explain what kind of relationship exists between L'Oréal and House 99, what role does House 99 have in L'Oréal's brand portfolio strategy, and justify if this is the right approach given the before mentioned brand positioning. (15 points) 3) If you were the brand manager of House 99, what kind of pricing strategy and price-setting method would you use? Please explain and justify your approach given your two previous answers. (10 points) 4) What brand leveraging strategy did the brand manager for House 99 use? What market channel and/or communication strategy would you suggest to generate an even higher level of push and pull for House 99? (10 points) 5) Think about Keller's CBBE (Customer-Based Brand Equity) Model. According to his pyramid, connect the following: (5 extra points) Response: What about you? • • Identity: Who are you? • Relationships: What about you and me? • Meaning: What are you? • Resonance • Judgments and Feelings Salience • • Performance and Imagery

Answer rating: 100% (QA)

1 House 99 Positioning Brand Duality Concept House 99 may position itself with a duality concept combining both rational and emotional elements On the ... View the full answer