Bodyshop Brand and Branding
The Body Shop
Brand Audit
1325641
Contents
1. Brand Overview________________________________________________ 3
1.1 Brand History_________________________________________________ 3
1.2 Product Category ______________________________________________4
2. The Brand Owning Organisation___________________________________4
3. Brand Value Proposition_________________________________________ 5
4. Brand Communications Audit ____________________________________ 6
5. Product Category Audit _________________________________________ 8
6. Product Category Competitor and substitute Analysis__________________ 9
7. Key strategic Market Drivers_____________________________________12
8. SWOT Analysis_______________________________________________13
9. Conclusion___________________________________________________14
10. References __________________________________________________15
1. Brand Overview
The Body Shop is famously known for its ethical approach to business, fair trade, 100% vegetarian products and being against animal testing (thebodyshop.co.uk, n.d.). The company believes in following their five core values which are: to support community fair trade – using small medium sized suppliers, defend human rights – create an awareness of domestic dispute and child abuse, against animal testing, activate self-esteem – looking after their customers and their employees and lastly protecting the planet – reducing CO2 levels, electricity, gas and water (thebodyshop.co.uk, n.d). The Body Shop has also created their own charity, The Body Shop foundation that was launched in 1990, emphasising on their 5 core values.
1.1. Brand History
Anita Roddick, a human rights activist and environmentalist founded the company in the United Kingdom in 1976. The first store was opened in Brighton; the store was on a small scale and only sold 25 different products. A spirit of environmental friendliness dominated the brand by encouraging its customers to recycle;
Brand Audit
1325641
Contents
1. Brand Overview________________________________________________ 3
1.1 Brand History_________________________________________________ 3
1.2 Product Category ______________________________________________4
2. The Brand Owning Organisation___________________________________4
3. Brand Value Proposition_________________________________________ 5
4. Brand Communications Audit ____________________________________ 6
5. Product Category Audit _________________________________________ 8
6. Product Category Competitor and substitute Analysis__________________ 9
7. Key strategic Market Drivers_____________________________________12
8. SWOT Analysis_______________________________________________13
9. Conclusion___________________________________________________14
10. References __________________________________________________15
1. Brand Overview
The Body Shop is famously known for its ethical approach to business, fair trade, 100% vegetarian products and being against animal testing (thebodyshop.co.uk, n.d.). The company believes in following their five core values which are: to support community fair trade – using small medium sized suppliers, defend human rights – create an awareness of domestic dispute and child abuse, against animal testing, activate self-esteem – looking after their customers and their employees and lastly protecting the planet – reducing CO2 levels, electricity, gas and water (thebodyshop.co.uk, n.d). The Body Shop has also created their own charity, The Body Shop foundation that was launched in 1990, emphasising on their 5 core values.
1.1. Brand History
Anita Roddick, a human rights activist and environmentalist founded the company in the United Kingdom in 1976. The first store was opened in Brighton; the store was on a small scale and only sold 25 different products. A spirit of environmental friendliness dominated the brand by encouraging its customers to recycle;
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