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To improve the brand equity of Essie, the Brandzonite team at McGill University sought to improve Essie's brand image and awareness by making amendments to the product offering, marketing strategies, and advertising campaign NOTE: This is not the complete PowerPoint of our project; it is merely a little taste of our extensive project PowerPoint designed by Marissa Lee
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JOANNE BOGHOSSIAN // YURONG FAN // MARISSA LEE // JULIE PARK // MAEDA ZIA
BRAND AUDIT essie
Product
Product Create a new
node of High
Quality
Professional?
RECAPING RECALL
OPI 46%
Essie 15%
Other 39%
BOTTLE white
cheap dollarama
PREVIOUS
PREVIOUS BOTTLE white
cheap dollarama
BOTTLE luxurious
High Quality
Unique
PREVIOUS
BOTTLE IMPROVED
GLASS CAP
BRUSH IMPROVED
BOXES LEVERAGING
LITTLE BOXES FOR EACH NAIL POLISH (Like this...)
BOXES LEVERAGING
Or Like This..
BOXES NEW INTRODUCING
Secondary Associations
previous spokeswoman
current
essie girls
current
essie girls
current
essie girls
current
essie girls
current
essie girls
current
essie girls
WHO SHOULD BE THE
NEXT
GIRL? ESSIE
celebrity endorser Strengthen
Essie’s Fashionably
Playful Image
lively fashionable
playful
friendly adventurous
Leighton Meester
Mila Kunis
Blake Lively
Sophia Bush
Playful
Cheer-ful
Cheer-leader Young
Fashion-able
One Tree Hill
Playful
Cheer-ful
Cheer-leader Young
Fashion-able
One Tree Hill
Promotion Strengthen
Essie’s Fashionably
Playful & Colour Authority
Image
PROMO Propositions
1. 2.
3. 4.
Website Re-site
Army of Bloggers
Magazine Mentions
Pop-Up Shop Pop ups
customizations colour
customizations colour
The Beauty of Blogging
MAGAZINE MENTIONS
Thank You
QUESTIONS? Bring it
(BUT GO EASY
on, people!
ON US…)
