PERFORMANCE
IMAGERY
SALIENCE
JUDGEMENTS
FEELINGS
Brand salience relates to the different elements that form the awareness of brand; for example the extent of recall and recognition and the types of cues needed for a person to be reminded of the brand.
Professional staff assessing the skin conditions of customer using up-to-date technology
Ever since its introduction in the Singapore market, SK-II has established itself as a trusted and reliable brand in the women skin care category. Having a strong presence in all major and upscale departmental stores, SK-II reinforces the image of the sophistication and elegance in women through it counter designs, trained beauty consultant and the use of cutting edge technology.
This brand identity is further reinforced through brand ambassadors that are consistent with the brand. Similarly, the communication of a unified brand image can be seen in their recent one-week Pitera House event at Tangs Orchard, paying tribute to SK-II’s heritage and spirit of discovery as well as the invitation of Mediacorp artistes Qi Yi Wu and Rebecca Lim to the event.
SK-II Pitera House event
Mediacorp artistes Qi Yi Wu & Rebecca Lim
SK-II Brand Ambassador
Sheila Sim
the depth of awareness measures the likelihood and the ease of a brand element to be recalled.
In Singapore, women above the age of 30 can easily relate to the SK-II brand compared to the other premium brands in the market. A quick survey with our friends reveals that Singaporeans could effortlessly recall the SK-II brand when enquired about high end skin care product brands. Furthermore, the advertisement tagline of miracle water was often mentioned together with the brand, showing a strong brand awareness and association of the brand along with its Unique Selling Proposition.
Though having high awareness among consumers, it should also be noted that competing brands like Lancome, Estee Lauder and Dior were also mentioned in the survey. The
esteem brand status of SK-II also forms a double edge sword as the younger generation deem the brand as a mother’s brand. This price-conscious group prefers brands like The Body Shop, Garnier and the Korea brands which portrays a youthful image and fits their budget range.
measures the different purchase and usage situations in consumers will be reminded of the brand elements.
In an appearance conscious society, maintaining their beauty is among the top priority for many women. The need for such products would naturally occur once women reach the age of maturity. Therefore, the strategic positioning of SK-II as a high-end effective repair appeals greatly to its target market, of urban female with high disposable income. In addition, the subconscious and consistent usage portrayal in its advertisements, for example, washing face with water and looking into mirror, reflects closely to the everyday lifestyle of consumers, yielding a more effective brand recall.
