Anatomy of brand positioning
|Brand domain||The target market is beauty and health conscious women of higher income group, cosmopolitan customers.|
|Brand personality||Ethical business with great social responsibility|
|Brand reflection||The body shop is very committing to its brand values in running both internal and external business.
Based on its core values, the body shop builds a strong base of loyal customers, demanding both the values they expect the body shop to live by, and the quality of what it sells. According to customer research, 83% are more likely to choose retailers that take social and environmental issues seriously.
Also, it is reported that revenues and profits of the body shop have increased after the iconic beauty business invested heavily in a corporate rebrand and new store format.
|Competitive Frame of Reference|
|POP||Innovative, sensorial products
|POD||Truthful, and ethical Business
Heart going far beyond conventional corporate social Responsibility
Promotes self esteem and activism
Products for men
All in all, with both point-of-parity and point-of-difference, The Body Shop expects its customers to view its products as beauty products with great quality, from a trustworthy brand. The fact that its products have a compelling natural, ethical and environmental story is an added advantage, and how it differentiates its brand from other big mainstream brands and retailers, instead of ethical or charity purchases to customers.