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Specifics of Brand Extension and New Brand Launch in the Global Beauty Care Industry on Developed and Developing Markets by the Example of Henkel and L'Oreal

Student: Sabrina Akhundova

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

The following Master Thesis is devoted to analysis of specifics of brand extension and new brand launch strategies in the global beauty care industry. It introduces theoretical aspects of brand and related concepts and analysis of brand introduction and extension in depth with relevance to country-specific factor on the example of L'Oreal and Henkel.

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