Мокрова Рената Андреевна
Differences between Vichy brand image and Vichy brand identity in Russian and French markets
Brand identity is originated by the company and should be maintained across markets. It is the essence of the brand. Brand identity is communicated to consumers through coded messages and signals. As the result of the communication process brand image in consumers’ minds is constructed. Brand image refers to the perception of the brand by consumers, and it can be different from the original brand essence created by the company. The gap between brand identity and brand image may happen due to the influence of external factors on the process of receiving messages from the company or because of the consumers’ subjectivity with respect to information perception.The key challenge for marketing managers is to construct the understanding of the brand among the target audience aligned with company’s vision. In this research paper the issue of the gap between brand identity and brand image is studied on the example of Vichy brand (L’Oréal Groupe). Recently Vichy has revised its identity, thus for the company it is an acute question whether the renewed identity is recognized by the consumers. The research is done in French and in Russian markets, and the results are compared between countries, with the recommendations proposed accordingly to eliminate the revealed gap.