Exemple de Louboutin :

2014: Louboutin enter the beauty arena with nail polish.

2016: perfume
2017: mascara

Marketing as stigma

- Marketing has a long, familiar history and widespread connotation of inferiority

and stigma
- This negative view endures, often finding overt expression or existing as an
undercurrent to social views of branding when it’s criticized.
“The use of private brands by retailers is a very real obstacle to the manufacturer of
nationally advertised good who wishes to obtain the widest possible distribution”

“A brand is a name with power to influence buyers”

A brand is a shared, desirable and exclusive idea

Why do we need brand?

To reduce the risk (authenticity, trust, reliability, acknowledgement, estimability)

Characteristics of a brand

- Attractive
- Experienced by people at contact points
- Activated by deeds and behaviors
- Communicated
 - Distributed

Brand’s main challenges

Fake products, cultural differences, education.