Beauty and the beast. How brands bridge the two sides of women's personality

Jaime Troiano and Cecilia Russo

This paper is as much the result of a recent study as the result of experience working with the women's market in Brazil, and considers n-depth the connection between consumers and brands.

Beauty and the Beast: How Brands Bridge the Two Sides of Women's Personality

Ceclia Russo, Jaime Troiano, Brazil andJaime Troiano Jaime Troiano, Brazil.

INTRODUCTION

Three main reasons have led us to develop this study:

  1. Brazilian female consumers account for around 70% of the purchases made in our market. A better understanding of their decision making process is a key challenge for marketing purposes.
  2. Brands are, perhaps, the main asset that companies own. The evaluation of how brands connect to people is critical to...

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