Using brand personality to increase dercos brand trust among young adults in Germany

Abstract

Dercos is a Dermocosmetic growing brand part of the Vichy umbrella, owned by L’Oréal. While aiming to grow in Germany, young consumers do not trust the brand. This study focuses on two central elements linked through literature: brand trust and brand personality. First by testing different brand archetypes trust levels, then by analyzing trust response to five key personality traits for the target group. The research concludes that Dercos should build a brand personality combining traits evocation from both the sage and the mentor brand archetypes.