키엘과 맥의 사례로 본 브랜드 전략(포스트 모던 소비자 행동분석/영문리포트)

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키엘과 맥의 사례로 본 브랜드 전략(포스트 모던 소비자 행동분석/영문리포트)에 대한 보고서 자료입니다.

목차

SUMMARY
POSTMODERN BRANDS : comparison between KIEHL’s and MAC

본문내용

SUMMARY
Through postmodern consumer research and communication class, I was able to equip myself a framework to view socio-cultural foundation behind specific brands and their specific way of communication. Unlike mass marketing, luxury marketing should be conducted in a more discreet way to protect exclusivity of its highly tasted target consumers and therefore be based on culturally enriched and sophisticated communication. Hyperreality has taught me how and why luxury brands provide their consumers with their own unique experiences. Second topic of the New Aesthetics of Postmodern Communication has showed me how the brands with old history can transform itself into contemporary ones without damaging its brand equity. Especially under the current economic circumstances where luxury industry caters wider range of consumers including affluent masses, it is important to manage paradox between psychological exclusivity and accessibility. By using creative communication strategy, luxury brands have succeeded to get attention from the mass and at the same time to distinguish themselves from other mass brands. Next topic of Cult Brands has given to me the insight how to build community of consumers and penetrate niche market. Consumer-created advertisements and Luxury Brand on the Internet has given me a chance to think about the thin line between stubborn resistance to the change and advocacy of traditional value. Finally, my group dealt with Consumer Boycott and Corporate Social Responsibility. Besides ethical motive to boycott, consumers currently boycott consumption and materialism itself because they don’t like to be exposed to too much corporate marketing. These phenomena helped me to understand understated way of communication used by absolute luxury brands such as Hermes and Bottega Veneta. Based on the understanding of postmodern consumer behavior, I’ll analyze and compare two cosmetic competitors from different cosmetics conglomerates, Kiehl’s from L’oreal and M.A.C from Estee Lauder Group.

키워드

키엘 마케팅 ,   맥 마케팅,   포스트 모던,   마케팅 전략,   MAC