Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15680
Título: Integrated communications strategy for mylabel
Autor: Mazek, Katarzuna
Orientador: Martinez, Luís Fructuoso
Palavras-chave: Private label
Brand equity
Perceived quality
Marketing communication
Data de Defesa: Jun-2015
Resumo: Integrated Communication Strategy for MyLabel Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived quality and consecutively, build brand recognition and credibility. In this respect, integrated communication strategy includes some of the branding tactics and marketing communication mix. Thereafter, MyLabel will be transformed into the sub-brand MyBeauty, which can exploit opportunities given by the new market image of retailers’ brands and gain special, unique position in the market.
URI: http://hdl.handle.net/10362/15680
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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