Brand Building Triumphs: Le Labo's Inspiring Market Entry

Abstract

Due to the impact of the epidemic on the economy, an increasing number of consumers have changed their consumption preferences, and the demand for non-essentials has decreased gradually. Nevertheless, the fragrance market has experienced a substantial increase in sales during this era. Le Labo is considered to be one of the representative brands in the fragrance market. Thus, this research investigated the methods utilized by Le Labo in order to stimulate consumer purchase intent through the implementation of effective marketing strategies. The present study examined the impact of brand identity, co-branding strategy, and brand awareness on consumer purchase intention in the context of new market entry. The results of the analysis revealed significant correlations between these three factors and the likelihood of consumers intending to make a purchase. Subsequently, based on the targeted marketing strategies, this research gave some suggestions, which have led to the formulation of practical recommendations aimed at boosting brand identification and brand awareness.