Brand image and values

In week 2, we examined how various brands incorporated their values into their advertising and marketing. We also watched Going Global's "Secrets of Branding" during that week, which went into how consumer behavior is largely influenced by cultural factors, and as a result, marketers tailor their strategies to foster connections between consumers and brands that align with societal values. The purpose of advertising is to make consumers feel good about the brand or products, and then purchase. To comprehend consumer motivations, it is crucial to differentiate between personal preferences and cultural norms in marketing. 

In the article by Yiyang Chen et. al called "The Strategy of Maybelline to Increase Consumers’ Purchase Intentions", according to research, the two main factors that have an impact on consumers' inclination to buy are the brand image and advertising strategies. These factors have a positive effect on the growth of Maybelline and enhance consumers' willingness to purchase their products.

 Maybelline, one of the world’s most successful cosmetic brands, owes its success to its brand value of “innovation” and “novelty”. This brand emphasizes a positive image and a global market share of 7.4%, thanks to its century-spanning existence and its affiliation with L’Oreal, a top ten largest cosmetic company in the world (Chen et. al, pg. 1962). Moreover, Maybelline has a good reputation in the beauty sector and is known for its dependable goods. As a mass market brand, it offers low-priced products due to its low-cost production and has a vast and extensive product range that provides customers with a wide range of alternatives to meet their beauty needs. Maybelline’s solid fan base is incredibly broad and diverse, including customers ranging from 16 to 35 years old, as well as new customers, such as the elderly and males, who also have high cosmetics demands (Chen et. al, pg. 1962). With its complete product range, product quality assurance, and positive remarks, Maybelline has successfully built a positive brand image that impacts consumers’ purchase intention.

Maybelline nailed it with their "So Bold So Colossal" campaign, which was all about their new range of eye makeup. The goal was to get people talking about the launch of their Colossal Eye Makeup. They came out with some bold shades that give you an instant and gorgeous look, and they're also waterproof. Maybelline has built a really strong connection with its customers by consistently putting out reliable cosmetics. They always keep things interesting by coming up with new and innovative products that stand out from the competition, which is a big part of their unique advertising strategy (Chen et. al, pg. 1961).