The brand resonance pyramid: The Body Shop

   

1) Identity

The population is active women, with quite high income  and social or environmental concerns.

The brand communication is adapted: the promotion of new original products is made through several channels and the brand is well known for its commitments to specific causes such as "no animal testing" and fair trade.

The Body Shop is perceived as quality products, efficient and original, but expensive for what they are.

2) Meaning

Performance

The Body Shop's products have the reputation to be of good quality and very efficient on their respective different fields, according to several web-forums.

The staff is available to advice consumers on their choices and help them to do the best choice according to their skin problems for example.

Sale points are always well decorated, and products have a modern design.

Imagery  

The Body Shop brand imagery is defined by its commitment to various environmental or social concerns; and its strong values make customers feel good when they purchase something from a "conscious" store with no testing on animals and fair trade.

3) Response

Judgments

• Quality: Actual and perceived quality is good in both cases.
• Credibility: The brand keep on innovating and offering original products, specially for the flavors of their creams. This innovation combined with the quality makes them credible to the eyes of customers.
• Consideration: The products are judged relevant to the customers needs: for instance, people with dry skins will find efficient solutions in The Body Shop's products.
• Superiority:The Body Shop stays the most original brand regarding the variety of flavors offered for their creams. Nevertheless, the price is perceived as quite high.

Feelings

There is a feeling of fun and "gourmand" original products and flavors, such as gingerbread for Christmas. Security is also present with a good quality and an adaptation to specific skins, and the customers feel like they have done a good action thanks to the several social and environmental commitments of the brand.

4) Relationships

Resonance 

The Body Shop proposes a fidelity card with a system of points to get exclusive gifts or offers, and emailing to be informed of the promotions.
They also are very present on social medias, for instance they have Facebook pages for each country (ex: France) with hundreds of thousands of followers, with special events and a strong community management.

Camille

Sources: 

- http://www.mindtools.com/pages/article/keller-brand-equity-model.htm

- http://forum.aufeminin.com/forum/beaute1/__f21765_beaute1-Votre-avis-sur-les-produits-the-body-shop.html

- http://forum.aufeminin.com/forum/beaute1/__f44289_beaute1-The-body-shop.html

- http://www.123helpme.com/swot-analysis-of-body-shop-view.asp?id=167571

- https://www.facebook.com/thebodyshopfrance?fref=ts