L'OREAL’（CHINA）BRAND MANAGEMENT--COMBINED WITH ITS ANALYSIS OF FEMALE IMAGES IN ADVERTISING
Abstract：With the development of modern society and the increasingly fierce competition among enterprises, the shaping of corporate images becomes one of the key factors which have impacts on the success or failure. Advertisements, as an important means of building corporate images, are gaining growing concerns, especially those female images in advertisements. This text combines amounts of works on brand management of L'Oreal (China) with research outputs on female images and analyze them. By comparing with brand management of Unilever, P&G and many other companies, it reaches the advantages and disadvantages of the brand management of L'Oreal (China), aiming at providing an avenue to success for other companies. The female images in advertisements of L'Oreal and the brand strategy are closely related and affect each other. It is found that L'Oreal’s diversity management of its family-brand is the grand strategy to expand Chinese market. Different from Unilever and P&G, which also have huge family-brand, L'Oreal chooses the best strategy suiting for its development.
Key words: L'Oreal; brand management; female images
