Positioning and Branding
In this Discussion, you will take a closer look at the branding approach taken by a large Asian cosmetics firm as it is working to build its presence in the U.S. market. Subsequently, you will apply these insights to your professional contexts.
Procedure
- Go to Kao Brands. (http://www.kaobrands.com/)
- Based on the website information and additional research as needed, answer the following questions:
- What seems to be the current positioning and branding approach taken by Kao?
- How well does this approach work for Kao cosmetics products in the U.S.? Keep in mind that some of the main competitors include P&G, Unilever and L’Oreal. You might wish to look at their positioning and branding approaches also.
- Then, more broadly explore these questions in light of the above example:
- What are some challenges faced by companies when they try to leverage brand equity from one part of the world in another region?
- Which insights from this discussion can you apply to your course project and/or your current professional situation?
- Please post your comments in the Forum.
- Read the posts from your peers.
- Respond to at least two of your peers’ posts, asking a follow-up question or making a substantive comment related to the content of this module.
- Answer any questions directed to you by your peers or instructor.
solution preview
The current positioning and branding approach taken by Kao is a consumer oriented approach. The reason for this is that consumers are seen as the most important assets of an organization. The organization should work hard towards the meeting and even exceeding the expectations and the needs of the consumers. A consumer oriented approach is essential as it will lead the company to the production of innovative products that will suit the needs and the expectations of the consumer. Since Kao is an international brand, consumer oriented approach will be effective for the organization since it will operate on a global scale. The consumer oriented approach will enable the company to develop very innovative products that will position the Kao Corporation on a very competitive edge in the international market. It will also help the corporation to form a strong basis for the establishment of
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