One of the main reasons and benefits of using brand ambassadors is to craft a brand personality exhibiting the characteristics of competence, sophistication and sincerity. Engaging successful women models like Cate Blanchett, Tang Wei and Sheila Sim relate to sophisticated and capable women consumers profile. Similar associations are also being created in their newly launched men’s series by appointing famous model, Godfrey Gao as their first male brand ambassador.

 

The lack of brand personality can be seen from the 2006 chromium scare in China. Even though SK-II was eventually cleared of its name, sales performances for its products never return to its peak. The Chinese consumers find it hard to leave behind the sceptical perception caused by the incident (Ng, 2009). Therefore, building a strong brand personality may be one of the solutions for companies to combat reputational damages. 

Ng, W. (2009, May). Articles: Once gone, its gone forever. Retrieved September 1, 2013, from Business Forum China: http://businessforum-china.com/management_article_detail.html?articleid=245

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The strength of SK-II brand personality is evident in the 2006 chromium scare in China. Despite being accused of containing harmful ingredients in its products, SK-II sales stabled after its product are declared chromium free, showcasing the strength of their brand personality as consumers are less willing to accept information that deviates from this image.

 

 

 

 

The use of bright and clean counters, staffed with professionally dressed beauty consultants in premium departmental stores, further emphasises the successful and esteemed image of SK-II user profile. In addition, by situating themselves in departmental stores also appeals to the appropriate target profile of shoppers for their products.

 

 

 

 

As beauty products are largely based on trust, creating a trusted and reliable image would greatly ease user acceptance of the product. Regular emphasis on its long heritage and rich history in its advertisements help to reinforce the reliability and quality of SK-II brand image. Publicising user experiences and endorsements further promote the satisfaction and dependability of the products.