L'oreal Brand Equity Contribution Strategy Research

This article researches the strategies of French Loreal group building brand equity. The research revolves the theories of building brand equity, using the methods of combining the theories and practices.First, introduced the research background and the significance of this article, through analyzing the cosmetics profession present situation of our country , I draw the following conclusion: At present ,the foreign enterprises hold 80% market share of cosmetics profession in our country , the foreign enterprises have threatened the cosmetics enterprises of our country. Therefore, it is necessary to research the foreign enterprise's management strategies, in order to discovering the experiences which is worth to our country cosmetics enterprises to study.Next, this article analyzes the background and the development history of the Loreal group which is in the leader position in the cosmetics market of our country. The Loreal group has had 100 years of development history, and now they have more than 500 brands. The Loreal group becomes wealthy through building the brand equity. So the article analyzes the strategies of building brand equity of The Loreal group after reviewing the theories of brand equity .The strategies of building brand equity of Loreal group include the position strategy, the marketing plans and the brand strategy.Finally, this article point out the troubles of the cosmetics enterprises of our country and suggest them the development direction.