Visual Branding in the Age of Amazon - Flipbook - Page 23
2. LEVERAGE YOUR BRAND EQUITY
Exploit the power of your brand architecture
L’OREAL IS BASED ON A HIERARCHY OF VALUES THAT FLOW FROM THE OVERARCHING BRAND EQUITY ALL THE
WAY DOWN TO EVERY VERSION.
Consumers don’t buy just single versions. They buy the
biggerpromiseofyourbrandandit’svalues.Theproducts
under your brand are expressions of your overarching
brand equity. Like the layers of an onion. Your brand is
the broad umbrella. Your collections define the families
within your brand. And the individual versions are the
choice points at which your consumer will make the
decision to buy your brand, or to buy your competitor’s
brand.
