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Publicação
The Brand Vichy: Case Study
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Orientador(es)
Resumo(s)
This work project is the following of my participation in the L’Oréal Brandstorm competition. Therefore, this work analyses the brand Vichy in Portugal. This is very important to better understand what the brand is and how people see it nowadays. The main idea is that Vichy is a brand that has been suffering some changes over the years and because of this, consumers and pharmaceutics are confused regarding the positioning of the brand and also what the brand really is. To resolve this issue I have proposed in this work project a new Vichy’s brand strategy that helps to clarify the brand making it a recognized medical brand and at the same time still accessible to consumers. These conclusions were achieved through an exploratory research based on a secondary data analysis and two qualitative interviews to Vichy consumers and pharmaceutics that sell the brand.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa.
Palavras-chave
Vichy Brand Identity Positioning Architecture