INTRODUCTION
From qualitative, quantitative research and the brand frenzy, the team has a better understanding of how our consumers perceive the brand SK-II to be. Moving forward, we have identified and analyzed a couple of gaps between SK-II’s brand identity and its current brand image.
As followed are the gaps we have identified:
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Customer Segmentation
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Financial Analysis
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Role of the Brand
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Brand Strength
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Brand Calculation
The gaps that we have identified and analyzed in this assignment will aid in the brand strategy for SK-II in Assignment 5.
Brand Resonance
SK-II has cultivated behavioral loyalty due to the high performance of their products. However, consumers do not actively engage with the brand or has a positive attitude towards SK-II. This shows that SK-II has not built a relationship successfully with even with their users.
Brand Feelings
SK-II does not evoke strong emotional response from the consumers. The lack of strong emotional response shows that the consumers do not feel emotionally attached to the brand and more needs to be done.
Brand Judgment
The perceived attitudes towards SK-II and its other competitors are very similar. SK-II is unable to differentiate themselves from their competitors.
Brand Performance
SK-II’s products are known to be effective to consumers. However, perceived risks are still very high, contributing to low trial rates and conversion rates of non-users.
Brand Imagery
SK-II focuses on user imagery through their marketing communications and their choice of ambassadors. They recently tried to communicate its’ heritage and the discovery of Pitera. However, it is too new to have much effect on consumers.
Brand Salience
Consumers usually associate SK-II to Pitera and Facial Treatment Essence. However, they are unsure of the functional benefits of Pitera and also the usage of Facial Treatment Essence in which situations.
