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Master Thesis

How to push the notoriety and the brand image of a small Company in the competitive industry of Cosmetics through Public Relations?

Abstract : This report aims to highlight the weight of Public Relations in the construction of a brand image, using a 360° Communication strategy. We will analyse how PR can be the answer to brand awareness and brand image and how it can be utilised by small Companies, such as United Beauty, to effectively and efficiently give voice to their brand message in the high competitive industry of Cosmetics. A first part will be devoted to Literature about brand notoriety and brand image, with particular emphasis on the difference between brand image and brand identity. The aim of this section is to give us a theoretical overview which will frame our understanding throughout the subsequent topics. In a second chapter, we will analyse the evolution of Communication technics available to professionals as well as the tools that they utilise. The specific actions undertaken at United Beauty Company in developing the GelTouch brand, which is renown within the European market, will then be explored and analysed. An entire chapter will be devoted to the evaluation of the results obtained over the short, medium and long terms. This will allow us to highlight the benefit of a Communication approach to Public Relations in building long-term relationships with Fashion and Beauty Bloggers. Finally, a third and last section will be devoted to the evaluation of future actions, which have then been developed into recommendations that are specifically tailored to United Beauty and provide targeted suggestions that will allow the Company to sustain its brand image in the European market, and in particular its online reputation, in order to fulfil its Communication needs.
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Master Thesis
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Submitted on : Tuesday, January 3, 2017 - 9:34:09 AM
Last modification on : Friday, November 6, 2020 - 4:19:47 AM
Long-term archiving on: : Tuesday, April 4, 2017 - 1:10:29 PM


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  • HAL Id : dumas-01424895, version 1


Léa Pelosi. How to push the notoriety and the brand image of a small Company in the competitive industry of Cosmetics through Public Relations?. Business administration. 2016. ⟨dumas-01424895⟩



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