Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The main aim of this thesis is the presentation of the brand value and marketing strategies of cosmetics brands in the Greek Market . For a comprehensive presentation of the above , an extensive review of the existing literature is made , including the presentation of the elements and types of marketing strategies, its importance, branding strategies, brand equity and Aaker’s Model for Brand Equity . Furthermore, the major cosmetics brands in the Greek sector are presented, as well as their target groups, their site and social media and their marketing and branding strategies . With this analysis, an effort is made for a substantiated opinion on the brand value and marketing strategies of the major cosmetics brands in the Greek Market . The data used in the project ca me from the sites and social media of the cosmetics companies in the Greek market . In addition to the above, information was gathered from foreign and Greek literature and internet sources.