Consumers And Their Brands - Understanding the relationship in China and Japan

Javier Calvar and Goutam Mitra

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship.

Consumers and their Brands

Understanding the relationship in China and Japan

Javier CalvarResearch International, China

Goutam MitraClient Service Department, Research International, Japan

INTRODUCTION

In a time when there is very little to differentiate between brands based on performance, performance in the cosmetics market can be regarded as a hygiene factor. Products are expected to perform to a certain standard regardless of the brand, and therefore what sets brands apart are the emotional associations established with consumers. Consequently, at the heart of any successful brand lie the functional and emotional needs the brand is trying to fulfill. Such brands...

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