Brand Analysis of the Body Shop Assignment Example | Topics and Well Written Essays - 3000 words

Brand Analysis of the Body Shop - Assignment Example Due to such activities the company has been able to position its brand in a better way in comparison to its competitors. The brand characteristics with regard to the products were found to have greatly influenced the customers purchasing decisions for the products which have enabled the company to demand premium price for its products. Table of Contents Executive Summary 2 Table of Contents 3 Brand Positioning and Values 6 Against Animal Testing 8 Support Community Fair Trade 8 Activate Self Esteem 8 Defend Human Rights 9 Protect the Planet 9 Brand Characteristics 10 Customers Benefits 11 Brand Community 12 Brand Equity 13 Conclusion 15 Reflection 16 References 17 Bibliography 19 Introduction The report would attempt to deal with â€Å"The Body Shop† values and its impacts on brand development. The Body Shop was first established by Antia Roddick in the year 1976 as one small shop in Brighton, England for selling beauty products. The company started its business with 25 produc ts that were created with natural ingredients. It was able to attain rapid growth and expand itself in the European market as well as internationally inspite of pursuing the strategy of â€Å"no money spent on advertising†. ... The company mainly produces toiletries and cosmetic products internationally. It offers a wide assortment of beauty products such as body gels and oils, make up products, moisturizers baby care products, hair care products, massage products, skincare products, bath and body products and even fragrances (Carlson, 2011). The products are made from natural ingredients which are supposed to be ethical and environmental friendly such as banana shampoo and coconut milk body lotions. The company primarily aims at combining activism with marketing and encourages women to concentrate on self-esteem along with environmental and social causes. The company strongly criticizes the idea of testing products on animals and ensures that the ingredients used in its prod ucts have not been tested on animals in any possible way. In addition to this, the company also restricts the use of harmful chemicals in the form of ingredients for its products. Furthermore, it believes in the principle of producing eco-friendly products and wishes to establish its identity as an eco-conscious company. The company sells its products both through online and established shopping houses. The company strives to ensure greater degree of cooperation from its suppliers in order to boost its innovations for the development of new and ethical products. The company has been able to retain its customers even after it was taken over by the L’Oreal Company in 2006 (Carlson, 2011). The company’s aim always has been to expand its business by satisfying its customers’ needs with natural and ethical products. It further emphasizes to deliver superior quality beauty products at affordable prices to its loyal customers in contrast to its existing competitors (Fi tness Health, 2012).