International Celebrity Endorsement in the case of l'Oréal

Business & Finance, Marketing & Sales
Cover of the book International Celebrity Endorsement in the case of l'Oréal by Sabrina Hoffstädte, GRIN Publishing
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Author: Sabrina Hoffstädte ISBN: 9783638616737
Publisher: GRIN Publishing Publication: March 21, 2007
Imprint: GRIN Publishing Language: English
Author: Sabrina Hoffstädte
ISBN: 9783638616737
Publisher: GRIN Publishing
Publication: March 21, 2007
Imprint: GRIN Publishing
Language: English

Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Northumbria University, 32 entries in the bibliography, language: English, abstract: L´ORÈAL considers whether it should endorse its skin care products in the international markets and strengthen its international brands by using a celebrity. They further need advice regarding a standardised or adapted 'product offering' and promotion campaign. This report will first give an overview of major cultural issues which l'Oréal might encounter in the international market place when implementing a standardised international marketing strategy. It will be then further investigated if these cultural issues will impinge on the suitability of celebrities to promote l'Oréal clients brands while addressing the aspects of local and global branding and promotion. At the very end, guidelines will be identified as to how to find the most fitting celebrity and a possible endorser for its products will be introduced.

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Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Northumbria University, 32 entries in the bibliography, language: English, abstract: L´ORÈAL considers whether it should endorse its skin care products in the international markets and strengthen its international brands by using a celebrity. They further need advice regarding a standardised or adapted 'product offering' and promotion campaign. This report will first give an overview of major cultural issues which l'Oréal might encounter in the international market place when implementing a standardised international marketing strategy. It will be then further investigated if these cultural issues will impinge on the suitability of celebrities to promote l'Oréal clients brands while addressing the aspects of local and global branding and promotion. At the very end, guidelines will be identified as to how to find the most fitting celebrity and a possible endorser for its products will be introduced.

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