The Branding Strategy in the Brand Image of Natural Cosmetics Companies

DOI

10.2991/978-94-6463-596-6_46How to use a DOI?

Keywords

Brand Image; Branding; Customers; Natural Cosmetics

Abstract

Social media marketing has positioned consumers in a leading role, as they have the power to give a positive or negative image to brands. Their favorable appreciation of certain products contributes to the consolidation of industries such as natural cosmetics. Therefore, this study aims to investigate how women aged 25 to 39 perceive the branding strategy in the brand image of Ainhoa Bio and Lou Botanicals & Co. A qualitative approach with a phenomenological design was used for this analysis. For the interviews that were carried out, 15 women between 25 and 39 years of age who have purchased at least once in Ainhoa Bio or Lou Botanicals & Co. participated. It was identified that women look at the colors and the logo that the brands have in order to purchase a product. Therefore, the branding strategy in the brand image of Ainhoa Bio and Lou Botanicals, acts favorably for these organizations and are a key factor for the interaction of female consumers.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Alexandra Romero-Hermosilla
AU  - Jorge Lucas Vargas-Sardón
AU  - Madeleine Lourdes Palacios-Núñez
PY  - 2024
DA  - 2024/12/17
TI  - The Branding Strategy in the Brand Image of Natural Cosmetics Companies
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 527
EP  - 537
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_46
DO  - 10.2991/978-94-6463-596-6_46
ID  - Romero-Hermosilla2024
ER  -