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.
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