Discussion: Positioning and Branding


In this Discussion, you will take a closer look at the branding approach taken by a large Asian cosmetics firm as it is working to build its presence in the U.S. market. Subsequently, you will apply these insights to your professional contexts.

Procedure
1.Go to Kao Brands.
2.Based on the website information and additional research as needed, answer the following questions:
a.What seems to be the current positioning and branding approach taken by Kao?
b.How well does this approach work for Kao cosmetics products in the U.S.? Keep in mind that some of the main competitors include P&G, Unilever and L'Oreal. You might wish to look at their positioning and branding approaches also.
3.Then, more broadly explore these questions in light of the above example:
a.What are some challenges faced by companies when they try to leverage brand equity from one part of the world in another region?
b.Which insights from this discussion can you apply to your course project and/or your current professional situation