brand management topic ysl beauty

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MAJOR: MARKETING

BRAND MANAGEMENT TOPIC: YSL BEAUTY

Name: Nguyễn Thị Kiều Trang Student: 225991427

Lecturers: Th.S Nguyễn Minh Quân Class: A09E

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I. Table of Contents

II. INTRODUCE ... 4

III. THEORETICAL BASIS ... 5

1.What is a brand? ...5

2.The importance of Brand ...5

3.What is brand management? ...6

4.Concept of vision, mission, and core values ...6

5.Unique selling point ...6

6.What are brand elements? ...7

7.Swot model analysis ...8

9.Strategic brand management process ...9

a. Step 1: Identifying and shaping brand plans ... 9

b. Step 2: Designing and implementing Brand Marketing Program ... 10

c. Step 3: Measuring and Interpreting Brand Performance ... 10

d. Step 4. Growing and Sustaining Brand Equity ... 11

10.Risk management ... 11

What is risk management? ... 11

Importance of risk management ... 11

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7.STRATEGIC BRAND MANAGEMENT PROCESS ... 31

a. STEP 1: Identifying and shaping brand plans ... 31

b. STEP 2: Designing and implementing Brand Marketing Program ... 33

d. STEP 3: Measuring and Interpreting Brand Performance ... 34

e. STEP 4. Growing and Sustaining Brand Equity ... 35

9.. RISK MANAGEMENT: ... 37

a. Competition and Counterfeiting: ... 37

b. Market Fluctuations and Economic Downturns: ... 38

c. Social Media Scrutiny and Influencer Marketing Risks: ... 38

V. CONCLUSION ... 39

VI. REFERENCE SOURCE ... 40

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II. INTRODUCE

Yves Saint Laurent (YSL) Beauty stands as a beacon in the competitive landscape of cosmetics. Famed for its sophisticated blend of Parisian flair, luxury, and creative edge, YSL Beauty has captivated consumers worldwide. However, maintaining such a position in today's dynamic market demands a strategic approach that seamlessly integrates creativity with expert brand management.

This essay delves into the captivating world of YSL Beauty's brand management process. We will explore the meticulously crafted steps that have built their reputation, from the foundation of brand identity to the formulation of impactful communication strategies. Furthermore, we will examine how YSL Beauty seamlessly integrates its brand essence into every touchpoint of the consumer experience.

This essay dives deep into the captivating world of YSL Beauty's brand management. We'll begin by dissecting the core elements that have built their enviable reputation. Next, we'll explore the communication strategies that keep customers engaged and yearning for more. Finally, we'll shed light on how brand management is the cornerstone of YSL Beauty's enduring success and future sustainability.

This exploration isn't just for the beauty industry buffs! By uncovering the secrets behind YSL Beauty's brand magic, we aim to equip you with valuable insights applicable to any brand management endeavor.

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III. THEORETICAL BASIS 1. What is a brand?

Accoding to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.

A brand is the sum of how a product or business is perceived by those who experience it—including customers, investors, employees, the media, and more. Branding is the process of shaping these perceptions.

A brand, then, is more than just a company’s name, logo, product, or price tag. It’s more than the marketing and advertising around these things. A brand is the consistent and recognizable feeling that all of these things evoke.

The fact that brands are essentially intangible doesn’t mean they aren’t extremely valuable business assets. The way a customer feels about a business influences their purchasing behavior, after all, which directly impacts the business’s bottom line. There’s a reason the world’s most successful companies invest millions of dollars every year in strengthening their brands.

2. The importance of Brand

The importance of brands for businesses is as follows: (Adminrb, 2021)

• First, building a good brand not only shapes the style and image of the business but also creates prestige for the product. This will promote the consumption of goods, increase profits and competitiveness.

• Second, building a strong brand helps the current customer base become more stable. Because when consumers have confidence in the product, they will feel more secure in using it and will be loyal to the product. This creates stability in the current customer base. In addition, it helps brands attract potential customers, helping to expand the market more widely.

• Third, building a strong brand will help businesses have a strong position in market competition in terms of price, investment capital and even attracting talented people. • Fourth, brand is the main factor in deciding on shopping choices today. The main

reason is that consumer demand and income levels are increasing, and Vietnamese people's brand awareness is also improving. Because when buying branded products, they feel secure about product quality, origin, save time searching and reduce risks.

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3. What is brand management?

Brand management is a function of marketing that uses techniques to increase the

the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.

Developing a strategic plan to maintain brand equity or gain brand value requires a

Core values are everything in a business that cannot be measured and paid for in money or is unchanged over time.

5. Unique selling point

According to Rosser Reeve (Reality in advertising, 1960), USP is "An acronym for Unique

Selling, which is a factor that differentiates a business's products or services from competitors, for example: lowest cost, product first on the market”. With the view that

advertising must directly demonstrate the unique benefits that buyers will receive. Today's competitive environment is very different, USP needs to be understood more flexibly and broadly instead of stopping at uniqueness in terms of product function.

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.[4] The unique selling

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proposition must be a feature that highlights product benefits that are meaningful to consumers.[5] USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.[6]

Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each

reader: "Buy this product, for this specific benefit."

The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim, the rest of that particular advertising area does not make.The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.

6. What are brand elements?

According to the definition of AMA (American Marketing Association), to create a brand we will choose a name, logo, symbol, packaging design or other characteristics to distinguish our products from those of our competitors. These elements used to identify and differentiate are called brand elements.

Brand names

Logos and symbol

Logo is a visual element of a brand in customer perception of the brand. The purpose of a logo is to reinforce the meaning of the brand in some way, creating an association either through its own meaning or through supporting marketing programs. Logos are abstract, unique and easy to remember, but they also pose potential challenges when customers may not clearly understand the meaning of the logo and the connection between the logo and the brand.

Symbols are often used in advertising and promotion programs or to introduce new products to attract attention and create emphasis as well as increase customer sympathy.

Slogan

Slogan is a short paragraph aimed at conveying information, describing or convincing customers about the brand in a certain aspect or clearly increasing brand awareness and

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helping to strengthen and position the brand, creating difference. The slogan must act as a business commitment to product quality, customer service and care, and demonstrate the business's efforts in improvement and development.

Slogans help people easily identify the brand. Therefore, not only big brands but also businesses, clubs, groups and even individuals have now built their own unique slogans. Slogans can exist in many gentle, eloquent, strong shades... And sometimes, slogans also help listeners imagine themselves directly experiencing the product.

Packaging

Packaging refers to the design and materials used to enclose and protect products. It serves multiple functions, including protection from damage and contamination, preservation of product freshness, conveying essential information to consumers, representing the brand identity, facilitating marketing and promotion, enhancing convenience for consumers, and promoting sustainability. Packaging plays a crucial role in product marketing and consumer experience, influencing perceptions and purchase decisions while ensuring product quality, safety, and integrity.

7. Swot model analysis

T (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company's competitive position and to develop strategic planning. SWOT analysis assesses internal and external factors, as well as current and future potential.

a. Strengths

Strengths are things that your organization does particularly well, or in a way that distinguishes you from your competitors. Think about the advantages your organization has over other organizations. These might be the motivation of your staff, access to certain materials, or a strong set of manufacturing processes.

b. Weaknesses

Weaknesses, like strengths, are inherent features of your organization, so focus on your people, resources, systems, and procedures. Think about what you could improve, and the sorts of practices you should avoid.

c. Opportunities

Opportunities are openings or chances for something positive to happen, but you'll need to claim them for yourself

d. Threats

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Threats include anything that can negatively affect your business from the outside, such as supply-chain problems, shifts in market requirements, or a shortage of recruits. It's vital to anticipate threats and to take action against them before you become a victim of them and your growth stalls.

8. What is stp?

STP in marketing stands for segmentation, targeting, and positioning. These three basic steps dictate how marketers can identify the right customers, serve them the right messaging, and give them the information they need for successful targeting.

a. Segmentation:

The first step of the STP marketing model is the segmentation stage. The main goal here is to create various customer segments based on specific criteria and traits that you choose the four main types of audience segmentation include: geographuc segmentation, demographic segmentation,

behavioral segmentation, psychographic segmentation. b. Targeting:

Step two of the STP marketing model is targeting. Your main goal here is to look at the segments you have created before and determine which of those segments are most likely to generate desired conversions include: size, profitability, reachability.

c. Positioning:

The final step in this framework is positioning, which allows you to set your product or services apart from the competition in the minds of your target audience. There are a lot of businesses that do something similar to you, so you need to find what it is that makes you stand out. There are three positioning factors that can help you gain a competitive edge: Symbolic positioning, Functional positioning, Experiential positioning

9. Strategic brand management process

a. Step 1: Identifying and shaping brand plans

The first step of the strategic brand management process starts with a clear and concise understanding of what the brand is to represent and how it should be positioned with respect to competitors.

Brand Positioning is defined as “the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target consumer’s mind.”

Philip Kotler

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1. Brand positiong model: describes how to guide integrated marketing to maximize competitive advantages.

2. Brand resonance model: describes how to create intense, activity loyalty relationships with customers.

3. Brand value chain: means to trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures and investments.

b. Step 2: Designing and implementing Brand Marketing Program

Building brand equity requires properly positioning the brand in the minds of customers and achieving as much brand resonance as possible. In general, this knowledge building process will depend on three factors:

1. The initial choices of the brand elements making up the brand and how they are mixed and matched;

2. The marketing activities and supporting marketing programs and the way the brand is integrated into them and

3. Other associations indirectly transferred to or leveraged by the brand as a result of linking it to some other entity (such as the company, country of origin, channel of distribution, or another brand).

c. Step 3: Measuring and Interpreting Brand Performance

In order to effectively oversee the profitability of their brands, managers must adeptly devise and execute a system for measuring brand equity. This entails implementing a structured approach comprising various research methodologies aimed at furnishing marketers with timely, precise, and actionable insights. These insights are crucial for facilitating optimal tactical decisions in the short term and strategic decisions in the long term. The implementation of such a system involves three fundamental steps: conducting comprehensive brand audits, designing ongoing brand tracking studies, and establishing a robust brand equity management framework.

A brand audit serves as a foundational step in determining or evaluating a brand's positioning. It involves a thorough evaluation of the brand's overall health, identification of its equity sources, and recommendations for enhancing and leveraging that equity. This process necessitates a comprehensive understanding of brand equity from both the organizational standpoint and the consumer perspective. Once the brand positioning strategy is established, marketers can proceed to devise and execute marketing initiatives aimed at shaping, reinforcing, or preserving brand associations.

Brand tracking studies play a pivotal role in gathering consumer feedback over time, typically through quantitative measures, on various key dimensions identified through the

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brand audit or alternative methods. Meanwhile, a brand equity management system encompasses a series of organizational processes designed to enhance the comprehension and application of the brand equity concept within the firm. Implementation of such a system involves three primary steps: formulating brand equity charters, compiling brand equity reports, and delineating brand equity responsibilities.

d. Step 4. Growing and Sustaining Brand Equity

After establishing a robust brand equity measurement and management system, the next step involves cultivating and maintaining brand equity for long-term growth and success. This includes continuously evaluating brand performance, innovating to meet evolving consumer needs, fostering meaningful engagement with customers, ensuring brand consistency and integrity, forging strategic partnerships, supporting social responsibility initiatives, and remaining agile in response to market dynamics. By prioritizing these strategies, brands can sustainably strengthen their position in the marketplace and foster enduring connections with consumers.

10. Risk management

What is risk management?

Risk management is the process of identifying, assessing and controlling financial, legal, strategic and security risks to an organization’s capital and earnings. These threats, or risks, could stem from a wide variety of sources, including financial uncertainty, legal liabilities, strategic management errors, accidents and natural disasters.

Importance of risk management

Risk management within the brand industry is crucial, as it arms brands with essential tools to identify and tackle potential risks comprehensively. Through risk identification, brands can effectively minimize their impact. Moreover, risk management serves as a platform for brands to make informed decisions.

For brands, evaluating and managing risks is paramount for preparing against obstacles that could impede progress and expansion. By assessing and strategizing to address potential concerns, brands enhance their chances of success.

Furthermore, brand risk management ensures that high-priority risks are addressed proactively. Additionally, managers gain vital information to make sound decisions and maintain brand stability.

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IV. CONTENT

1. General introduction

Trade name Saint Laurent Company type Subsidiary (SAS)

Founded 1962; 62 years ago in Paris

Pierre Bergé

Products Francesca Bellettini (CEO),

Anthony Vaccarello (creative director)

a. About YSL

Yves Saint Laurent YSL (also known as Saint Laurent Paris) is a luxury fashion . The legendary French fashion designer Yves Saint Laurent, who passed away in 2008, left an indelible mark on the industry. After honing his craft at Christian Dior in the late 1950s, he partnered with Pierre Bergé to launch his own fashion house, "Yves Saint Laurent SAS."

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Today, this iconic brand thrives under the Kering group, the world's third-largest luxury

conglomerate.

Saint Laurent's debut collection in January 1962 was a resounding success, dazzling fashion professionals and marking a historic moment, according to the Pierre Bergé Foundation website. He revolutionized women's fashion with innovative designs like the trench coat, the "Saharienne" jacket, and the jumpsuit. Most notably, he popularized the

tuxedo, or "Le Smoking," for women, forever redefining modern female attire. b. About YSL beauty:

While YSL SAS focuses on haute couture, ready-to-wear, and accessories, Yves Saint Laurent Beauty operates as a separate entity. The beauty brand specializes in fragrances for both men and women, alongside high-quality makeup and skincare products. In 2008, the L'Oréal group acquired YSL Beauty, integrating it into their prestigious "L'Oréal Luxe" division. Interestingly, YSL Beauty also held licenses for other luxury brands like Boucheron and Alexander McQueen. The Stella McCartney license, however, ended in 2013.

• Early Days (1964): Inspired by his revolutionary fashion designs, Yves Saint

Laurent launched the brand's first fragrance, "Y," in 1964. This marked the birth of YSL Beauty, aiming to create cosmetics that complemented his bold and empowering vision for women.

• Philosophy Emerges (1960s-1970s): YSL Beauty products were guided by the

belief that makeup should enhance natural beauty and reflect inner confidence, a philosophy that resonated throughout the 60s and 70s.

• Making a Name (1977): The iconic "Opium" fragrance launched in 1977 solidified

YSL Beauty's presence in the fragrance world. Its provocative name and oriental notes challenged traditional femininity, aligning perfectly with YSL's brand identity.

• Beyond Fragrance (1980s-present): Since the 1980s, YSL Beauty has

continuously expanded beyond fragrances. Groundbreaking makeup lines like Rouge Pur Lipstick emerged, followed by successful skincare products. Innovation remains a core value, ensuring high-quality, luxurious cosmetics that cater to evolving customer needs.

• Joining Forces (2008): The L'Oréal Group acquisition in 2008 provided YSL

Beauty with greater resources and global reach, further solidifying its position as a leading luxury beauty brand.

• Empowerment for All (Present): Today, YSL Beauty celebrates its bold heritage.

Marketing campaigns featuring diverse and strong women continue to encourage self-expression and individuality. The brand maintains its focus on high-quality, luxurious products that are both innovative and on-trend.

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through makeup and skincare.

• Luxury: Using high-quality ingredients and meticulous design to create a luxurious beauty experience.

• Innovation: Continuously developing new and exciting products that stay ahead of trends.

• Self-Expression: Promoting individuality and embracing diversity in beauty.

f. Commitment:

YSL Beauty push the boundaries of imagination, but planetary boundaries are something they believe should never be crossed. These thresholds protect the Earth’s capacity to provide a healthy habitat for humans to continue thriving, so staying safely within these boundaries is essential for all of our futures. That’s why brand committed to transitioning our business operations to protect and preserve the world around us, using planetary boundaries as the basis to define our sustainability targets for 2030.

A SNAPSHOT OF OUR VALUE CHAIN

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Our Change the Rules, Change the Future commitment encompasses all aspects of YSL Beauty’s value chain, from the sourcing of natural ingredients, to product formulation, to packaging design, In order to minimize the brand’s `environmental footprint on natural resources and ecosystems.

g. Introduce the product categories of YSL beauty:

YSL Beauty products are renowned for their luxurious formulations and cutting-edge ingredients. The brand leverages advanced science to create high-performance makeup and skincare that delivers visible results. From long-wearing foundations to age-defying serums, YSL Beauty caters to a discerning clientele seeking both indulgence and efficacy.

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b) Skincare:

• Advanced serums targeting concerns like wrinkles and hyperpigmentation. • Luxurious moisturizers for deep hydration and nourishment.

• Targeted treatments for specific skin types and needs.

• NU skincare product lines are environmentally friendly and have innovative formulas.

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2. Brand element:

a. Name:

The full name of the cosmetics brand is actually Yves Saint Laurent Beauty. It's often abbreviated as YSL Beauty for convenience. The name of the brand is taken from the name of the founder of Yves Saint Laurent

• In which:

o 30% OF NU BARE LOOK TINT TUBE IS MADE FROM RECYCLED PLASTIC, 40% OF NU GLOW IN BALM TUBE IS MADE FROM RECYCLED PLASTIC.

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c. Color:

• Black, gold, and red are prominent colors in YSL Beauty's branding. • Black symbolizes luxury and sophistication.

• Gold adds a touch of opulence and glamour.

• Red, often associated with YSL's fashion line, injects a dose of boldness and energy.

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• 1971: Saint Laurent Rive Gauche logo

This logo was designed by Pierre Bergé, Yves Saint Laurent's life partner and long-time collaborator.

- The logo uses a slender serif font with the full name "Yves Saint Laurent" and the text "Rive Gauche" below.

- This logo represents the brand's shift towards high-end ready-to-wear fashion.

• 2012: Saint Laurent Paris logo

This logo was designed by Hedi Slimane, the new creative director of YSL at that time.

- The logo uses a modern sans-serif font with the name "Saint Laurent" and the text "Paris" below. - This logo represents the youthfulness and modernity of the brand under kepemimpinan Slimane.

e. Slogan:

Yves Saint Laurent Beauty doesn't currently have a single, overarching slogan like "Just Do It" for Nike. However, YSL Beauty is known for its association with a particular quote by Yves Saint Laurent himself:

"Fashions fade, style is eternal."

This quote embodies the brand's core values of timeless elegance, individuality, and empowerment.

YSL Beauty champions the concept of freedom with its powerful slogan, "Libre." This message goes beyond makeup; it's a call to break free from limitations and embrace individuality. YSL Beauty doesn't dictate beauty standards. Instead, they celebrate the unique beauty within each person and encourage everyone to express their personality with confidence.

3. SWOT:

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Strongs

• Brand Heritage and Recognition:

YSL Beauty leverages the prestigious legacy of the Yves Saint Laurent fashion house, instantly conveying luxury and sophistication.

• High-Quality Products: YSL Beauty

is known for its luxurious ingredients, innovative formulas, and high-performing products across makeup, skincare, and fragrance.

• Bold and Empowering Image: The

brand aligns with a strong message of self-expression and breaking beauty standards, resonating with a modern audience.

• Diverse Marketing and Celebrity Partnerships: YSL Beauty utilizes

diverse models and celebrities in campaigns, promoting inclusivity and broader appeal.

• Strong Social Media Presence: YSL

Beauty actively engages with customers on social media platforms, building brand loyalty and community.

Weakeness

• Higher Price Point: Compared to some

competitors, YSL Beauty products can be more expensive, potentially limiting accessibility for some consumers.

• Reliance on Department Stores: While YSL Beauty has expanded its online presence, a significant portion of sales might still come from department stores, which are facing challenges.

• Limited Focus on Sustainability: While there are efforts like the Nu line, YSL Beauty could potentially do more to promote sustainable practices across its product range.

Opotunities

• Expanding into Emerging

Markets: YSL Beauty has room to

grow in emerging markets with a rising middle class and increasing demand for luxury beauty products.

• Digital Innovation: Further development of e-commerce platforms and personalized online experiences can attract new customers and enhance brand loyalty.

• Sustainable Packaging and

Practices: Focusing on eco-friendly

packaging and promoting sustainable

Threats

• Competition: The beauty industry is highly competitive, with established players and rising indie brands vying for market share. • Counterfeiting: Luxury brands like YSL

Beauty are vulnerable to counterfeiting, impacting brand reputation and sales.

• Shifting Consumer Preferences: Evolving beauty trends and changing consumer preferences toward natural or minimalist makeup require constant innovation to stay relevant.

• Economic Downturn: Economic instability can impact consumer spending on

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brand management topic ysl beauty

<b>MAJOR: MARKETING </b>

<b>BRAND MANAGEMENT TOPIC: YSL BEAUTY </b>

Name: Nguyễn Thị Kiều Trang Student: 225991427

Lecturers: Th.S Nguyễn Minh Quân Class: A09E

I. Table of Contents

<b>III. THEORETICAL BASIS 1. What is a brand? </b>

<b>2. The importance of Brand </b>

<b>3. What is brand management? </b>

<b>5. Unique selling point </b>

<b>6. What are brand elements? </b>

<b>7. Swot model analysis </b>

<b>8. What is stp? </b>

<b>9. Strategic brand management process </b>

<b>10. Risk management </b>

<b>IV. CONTENT </b>

<b>1. General introduction </b>

<b>2. Brand element: </b>

<b>3. SWOT: </b>

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