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  • Chicken Muamba-Brand Development

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    Olga Irene
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    This document compares the brand development strategies of S.T. Dupont and Glossier. S.T. Dupont takes an expert-driven approach focused on luxury and prestige, with limited products that are difficult to access. In contrast, Glossier takes a co-creation approach involving customers to build a global, functional brand with mass-produced products that are easy to access. The brands also differ in their goals, positioning, knowledge transfer approach, social values, and innovation approach.

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    This document compares the brand development strategies of S.T. Dupont and Glossier. S.T. Dupont takes an expert-driven approach focused on luxury and prestige, with limited products that are difficult to access. In contrast, Glossier takes a co-creation approach involving customers to build a global, functional brand with mass-produced products that are easy to access. The brands also differ in their goals, positioning, knowledge transfer approach, social values, and innovation approach.

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    © All Rights Reserved
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    26 views1 page

    Chicken Muamba-Brand Development

    Uploaded by

    Olga Irene
    This document compares the brand development strategies of S.T. Dupont and Glossier. S.T. Dupont takes an expert-driven approach focused on luxury and prestige, with limited products that are difficult to access. In contrast, Glossier takes a co-creation approach involving customers to build a global, functional brand with mass-produced products that are easy to access. The brands also differ in their goals, positioning, knowledge transfer approach, social values, and innovation approach.

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    © All Rights Reserved
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    of 1

    Chicken Muamba

    Loemongga Irene Krisna Siahaan 29120355


    Amaania Rizkia Nuurul Falah 29120359
    Muhammad Aristo Vidiarta 29120428
    Muhammad Rivares 29120620

    Perbedaan Brand Development antara S T Dupont dan Glossier :

    Perbedaan S T Dupont Glossier

    Strategy Expert Driven : using researcher Co-creation: Involve customer in


    for the best quality of the product creating the product

    Target Market Niche Global Market

    Goals Fixed Dynamic, changed by the request of


    the customer

    Positioning Luxury - Prestige (Ego Functional product with ego


    Expressive) expressive marketing

    Knowledge By S T Dupont themself & retailer The knowledge of product


    Transfer distributor. transferred through community

    Social Value individualistic Community

    Product Type Limited Product Massive product

    Innovation Maintain and improving the quality Maintain and improving quality by
    Approach by research demand

    Accessibility Hard to get Easy to get

    Brand Image - Be Exceptional : Tagline - Hashtag #Glossierpink


    showing the exclusiveness - Minimalistic packaging,
    - Logo : more contemporary, packaged in signature pink
    more refined - “Anyone can be a Glossier
    Girls”

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