Subjects
53 Ciencias económicas
531105 Marketing
Nuevas marcas de moda y lujo: El emprendimiento en el sector de la moda y lujo APROXIMACIÓN AL BRANDING DE LAS MARCAS ESPAÑOLAS DE COSMÉTICOS ECOLÓGICOS.
Abstract
Este trabajo trata de analizar cómo es elbranding de las marcas españolas de cosméticos ecológicos. Debido a la falta de información acerca del tema, existe un gran vacío “académico”, por lo que el presente trabajo tiene como principal propósito hacer una aproximación a este concepto a través del estudio de tres marcas de los productos cosméticos ecológicos en España.
La preocupación y el cuidado por el medioambiente se remontan años atrás. Con la publicación del informe Bruntdland en 1987, las empresas se han concienciado de que deben introducir como estrategia de marca, el cuidado por el planeta, surgiendo así las marcas ecológicas. La evolución de las marcas que comercializan productos ecológicos ha sido irregular en el tiempo. En un primer momento fueron los alimentos los que obtuvieron mayor éxito en el mercado eco, si bien, en los últimos años han aumentado la venta de otros productos derivados de la agricultura ecológica, como los cosméticos. Estos tienen una gran proyección de crecimiento, llegando a ingresar alrededor de 4.5 millones de euros en los próximos años.
Debido a las nuevas estrategias que introducen nuevos conceptos ecológicos, hemos querido estudiar cómo se construyen las marcas de cosméticos ecológicos, cuyo fin primordial es cuidar y respetar el medioambiente. Para el análisis de estas marcas, nos hemos centrado en sus principales atributos: los psicológicos: el nombre y el logo, y los funcionales: el etiquetado y el envase. Además, se analiza la cómo es la comunicación de estas marcas con sus consumidores. Debido a que todas son marcas jóvenes, utilizan mayoritariamente medios propios: las redes sociales y la página web corporativa
This work tries to analyze how is the branding of the Spanish brands of organic cosmetics. Due to the lack of information on the subject, there is a large "academic" gap, so the main objective of this paper is to approach this concept through the study of three brands of ecological cosmetic products in Spain. The concern and care for the environment go back years. With the publication of the Bruntdland report in 1987, companies have become aware that they must introduce the brand of the planet as a brand strategy, thus creating ecological brands. The evolution of brands that market organic products has been irregular over time. At first, they were the foods that were more successful, although in recent years, and other cosmetics derived from organic farming, such as cosmetics. These have a very large growth projection, reaching around 4.5 million euros in the coming years. Due to the new strategies that introduce new ecological concepts, we wanted to study how ecological cosmetics brands are built, whose primary purpose is to care for and respect the environment. For the analysis of these brands, we have focused on their main attributes: the names and the logo. In addition, it analyzes how is the communication of these brands with their consumers. Because all brands are young, their own means are mainly used: social networks and the corporate website.
This work tries to analyze how is the branding of the Spanish brands of organic cosmetics. Due to the lack of information on the subject, there is a large "academic" gap, so the main objective of this paper is to approach this concept through the study of three brands of ecological cosmetic products in Spain. The concern and care for the environment go back years. With the publication of the Bruntdland report in 1987, companies have become aware that they must introduce the brand of the planet as a brand strategy, thus creating ecological brands. The evolution of brands that market organic products has been irregular over time. At first, they were the foods that were more successful, although in recent years, and other cosmetics derived from organic farming, such as cosmetics. These have a very large growth projection, reaching around 4.5 million euros in the coming years. Due to the new strategies that introduce new ecological concepts, we wanted to study how ecological cosmetics brands are built, whose primary purpose is to care for and respect the environment. For the analysis of these brands, we have focused on their main attributes: the names and the logo. In addition, it analyzes how is the communication of these brands with their consumers. Because all brands are young, their own means are mainly used: social networks and the corporate website.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Branding, Branding ecológico, Marketing ecológico, Marketing verde, Cosméticos, Cosméticos ecológicos, Cosméticos biológicos, Medioambiente., Branding, Ecological Branding, Green Marketing, Green Marketing, Cosmetics, Ecological Cosmetics, Organic Cosmetics, Environment.