BRANDING OF LAKME:

The process involved in creating a unique name and image for a product in 

the consumers' mind, mainly through advertising campaigns with 

a consistent theme. Branding aims to establish a significant and differentiated 

presence in the market that attracts and retains loyal customers.

Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and sensuality. Thus, enabling her to realize the potency of her beauty.
Lakme is a brand for a niche segment which focuses on retaining its loyal 

customers and attracting the new customers. 

Contemporary Indian beauty expert Lakmé continuously innovates to offer a wide range of high performance and world class color cosmetics, skincare products, and beauty salons. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs.



As we all know brands perform various functions for firms starting from 
simplifying product handling to providing legal protection to the product.
it creates a barrier to entry that make it difficult for other firms to enter in the market.
Lakme sunscreen underwent several changes since its inception in 1973. One of the significant changes happened with the relaunch of the brand with the new formulations, size, shape, packaging etc to make the brand contemporary. With the product formulation, packaging and other brand elements have been changed to keep pace with changing consumer perceptions and preferences, the brand continues to maintain its core value proposition of skin care.


Brand Equity:

Brand equity is the added value endowed on the product and services. It may reflect the way consumer feel and act with respect to the brand as well as in the prices, market share and profitability the brand commands.  
There are four key components or pillars of brand equity:

• Energized differentiation: Lakme as a brand differentiates with other brands because of its pricing, packaging,delivering and trust.
• Relevance: consumers relates themselves to lakme as a brand. 
• Esteem: quality and the loyalty of lakme sunscreen 
• Knowledge : consumers of lakme sunscreen have complete awareness if they are experienced consumers. Lakme sunscreen focuses on providing an intimate understanding of the brand lakme!

Lakme as a brand goes through a lot of market research on the target segment of the product so as to create a larger impact in the market.


SOME KEY FACTS:

• Lakme was the country's first cosmetic brand to introduce make up to Indian women and takes pride in being the expert on Indian Beauty for over 50 years
• It is a complete beauty brand spanning colour cosmetics & skin care and extending to beauty services through the network of Lakme Beauty Salons.
• Its bond with beauty and fashion is manifested through the Lakme Fashion Week, which is now the largest fashion event of its kind in the country.