Investigating brand identity transfer in brand experience through in- store and online channels - By: Natasha Boella, Daria Gîrju, Ieva Gurviciute ...
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Investigating brand identity transfer in brand experience through in-
store and online channels
By:
Natasha Boella, Daria Gîrju, Ieva Gurviciute & Victoria RochaInvestigating brand identity transfer in brand experience through in-
store and online channels
Natasha Boella, Daria Gîrju, Ieva Gurviciute & Victoria Rocha
Abstract
Purpose: The concept of brand identity has gained increased interest in recent years from both
researchers and practitioners. Despite that, there have been no studies so far linking brand identity to
brand experience. The aim of this paper is to investigate how a brand’s identity is transferred in
brand experience through in-store and online channels, namely the website and social media
(Instagram and Facebook).
Methodology: Literature review, single-case study approach (Lush), interview
Findings: The study discovers that Lush’s brand identity as perceived by customers is not consistent
across channels. Additionally, the findings suggest a lack of coherence with the brand’s identity
within each channel. After conducting the brand identity analysis, it was discovered that Lush is not
focusing on its brand identity when designing brand experiences and seems to use their brand image,
instead, which is more market-oriented approach.
Original/value: The paper is the first of its kind to analyse how brand identity is expressed in brand
experience.
Keywords: brand identity, brand experience, Lush, brand identity prism
Paper type: Research paper
2012). Brand identity studies have also
focused on linking the concept to brand
Introduction reputation (De Chernatony, 1999), loyalty
(He, Li and Harris, 2012) , image (Nandan,
In recent years, the brand concept has gained 2005), (Stock, 2003) and equity
more attention with various scholars (Madhavaram, Badrinarayanan and
contributing to defining the concept (Clifton, McDonald, 2005), (Burmann, Jost-Benz and
2009), (Ramaseshan and Tsao, 2007), (Davies Riley, 2009).
and Chun, 2003). Clifton (2009) notes the
importance of brands stating that they are a However, with the growth of experiential
relevant part of a firm’s value. Some marketing (Norton, 2003), the interest in brand
companies have thus placed brands at the experience as a concept has also increased.
centre of their strategies, this approach being Brands can be experienced through different
regarded as brand orientation (Urde, 1999). channels, both online and offline. Online
Some studies have argued that in order to have brand experience has been facilitated by the
strong brand orientation, brand identity is an recent rise of digital channels such as social
important consideration (Urde, 1999). The media, blogs, vlogs and websites. This has
concept of brand identity has thus become thus enabled consumers to easily access
prevalent not only in the research field, but trends, experiences and content via virtual
also among brand managers working in interfaces. The digital empowerment of
companies everywhere in the world. This is customers is reflected in the 1.6 billion USD
reflected in the fact that some of the largest growth of e-commerce sales in the United
multinational corporations have described States’ beauty market in 2017 (Statista, n.d.).
their identity through frameworks such as the Furthermore, the E-commerce Personal Care
footprint (Johnson & Johnson), brand key segment, which includes cosmetic products, is
(Unilever) or brand stewardship (Kapferer, expected to show a 12.2 percent growth in2019, while the number of users is expected to (Ghodeswar, 2008). However, this is limited
reach 1,400.4 million by 2022 (Statista, as it only outlines the relevance and does not
2018a). delve into how this is to be achieved. The aim
of this paper is to investigate brand identity
Despite the promising potential of E- expression in brand experience using Lush as
commerce, sensory stimuli such as smell and a case study. To achieve this objective, the
touch are also important considerations not Brand Identity Prism (Kapferer, 2012) will be
present in an online environment. These two used as analytical tool within this study in
facets are encountered by the customer in a order to assess how the six dimensions of a
physical shop are used in order to make a brand’s identity translate into an integrated
purchase decision. As a result, in order to brand experience, both in the online and
convert online visits into sales, beauty brands offline environment. This analysis will be
are challenged to find creative replacements conducted in conjunction with a qualitative
for the human senses in the form of virtual method of research, namely the interview,
interfaces. By designing their digital presence through which customer opinions will be
as novel online brand experiences, beauty gauged and further compared to the chosen
brands will be able to attract clients, as well as brand’s identity prism items. Lush has been
generate brand loyalty (Cleff, Walter and Xie, chosen as a case study as it offers an excellent
2018). example of a beauty brand that has understood
the importance of designing integrated online
Nevertheless, in-store shopping and service and offline brand experiences in capturing
experience should not be neglected as they consumer satisfaction and loyalty.
still play an important role in achieving a
consistent and total brand experience. The
study of 2017 retail trends reveal that Literature Review
customers are seeking for meaningful digital Brand Identity and the Brand Identity Prism
and in-person experiences more than ever, as
there is a lot of value in human interaction that First formulated in 1986, brand identity is a
technology will never be able to replace recent concept in the brand management field.
(InMoment, 2017). According to a report by Its creator, Kapferer, defines brand identity as
Inmoment, the great number of customers “what helps an organization feel that it truly
shop in store for “a sense of immediate exists and that it is a coherent and unique
gratification” and the ability to feel, see and being, with a history and place of its own,
touch the products they want to purchase different from others” (Kapferer, 2012). The
(InMoment, 2017). Such an experience does importance of the concept has grown
not only provide an opportunity to evaluate the significantly in the previous years due to the
quality of the products for customers, but it oversaturation of communications. Brands
also represents an excellent way for a brand to have become aware of the fact that by taking
express its identity. Stores as a physical aspect the approach of traditional marketing, which
of the brand are a cognitive emotional place, puts the customer’s needs at the center of the
where brands and customers “build their marketing strategy, they will only begin to
relationship and emotional exchange occurs” look more and more like each other. On the
(Russo Spena, Caridà, Colurcio and Melia, other hand, by building a distinct brand
2012). identity, brands are able to differentiate
themselves while at the same time attracting
Literature linking the concept of brand identity the relevant customer target (Kapferer, 2012).
and brand experience has noted the
importance of aligning brand building with One tool that can be taken into consideration
organization as a whole as this affects when building a strong and clear brand
customer experiences with a brand identity is the brand identity prism (Kapferer,2012). Kapferer (2012) outlines six distinct
facets which constitute a brand from both an The last two facets, “Customer reflection” and
internal and external perspective. The first “Self-image”, pertain to the image of the
facet, “Physique”, refers to the physical receiver. The former describes how the
attributes of the brand, representing a customers wish to be perceived as after
combination of the objective characteristics purchasing or using a brand (“They are…”).
that come to mind when thinking about the On the other hand, “Self-image” is concerned
brand and its emerging characteristics. This with how the customers view themselves or
facet includes items such as the logo, how they feel as users of the brand (“I feel, I
packaging, design, colors and labels. The next am…”) (Kapferer, 2012). These six
dimension, entitled “Personality”, dimensions can aid the brand in defining its
encapsulates the human traits of the brand and identity and in monitoring the congruence
should answer to the question “If the brand between the marketing activities it conducts
were a human, what kind of person would it and its DNA. These dimensions are illustrated
be?”. The purpose of the brand personality is in Figure 1 below:
to be a reference point and an inspiration for
customers, while also being the main source of
the brand’s communication style (Kapferer,
2012).
Figure 1: Brand Identity Prism (Source: Kapferer, 2012)
The “Culture” facet relates to what the brand Overall, the importance of having a clear and
stands for and the ideals it promotes. Strong compelling identity lies in the fact that it
brands are able to create communities not enables brands to have more freedom of
necessarily because their products are the best, expression, which is essential to have in the
but because they provide answers to social modern and today’s fast-paced markets
issues. They succeed in doing so because they (Kapferer, 2012). The brand’s identity acts as
are grounded in a certain ideology to which a basis for all decisions regarding what needs
customers can relate. The ways in which a to change and what can be kept when it comes
brand acts, interacts with and relates to its to the brand’s marketing strategy. Thus, the
customers are part of the “Relationship” choices about the design of its brand
dimension, which is of great importance experiences, be them online or offline, must
especially to service brands (Kapferer, 2012).also be made in accordance with the brand’s strengthened consumer relationships thus
identity. contributing to a brand’s identity.
Studies on Brand Identity The importance of leveraging brand identity
with other aspects of a brand such as loyalty,
Identity has been studied extensively by image, reputation and equity, in order to build
numerous scholars with studies suggesting strong brands overtime, has been an area of
various schools of thought on identity within a focus as well. Nandan (2005) outlines that
firm. Urde (1999) stresses the importance of stronger brands can be built by bridging the
using brand identity as a starting point for the brand identity and brand image gap using use
development of brand-oriented firms. of cross-functional management teams to plan
and monitor the brand’s message, information
Specifically, Balmer (2008) notes that brand consistency, media alignment and promotion
identity in corporations can be viewed in five mix coordination (Nandan, 2005). Stock
ways, namely, communicated corporate (2009) illustrated the importance of a strong
identity, corporate identity, stakeholder national identity in nation brand management,
corporate identification, stakeholder cultural as it results in a strong nation image.
identification and envisioned identities and
identification (Balmer, 2008). This shows that De Chernatony (1999) however argues that
identity, although singular, can be viewed in brand image is a limiting variable when used
different ways by different groups. with brand identity as it only considers short-
term customer perceptions of the brand. The
In order to create a strong brand identity, study argues that brand reputation offers a
studies have suggested the use of a framework steadier foundation, thus resulting in stronger
(Ghodeswar, 2008), which focuses on brand brands. The study therefore offers staff
positioning, communication of the brand recruitment and involvement as a solution in
message, delivering brand performance and bridging the gap between brand reputation and
using brand equity in various ways such as brand identity (De Chernatony, 1999).
creating line extensions, brand extensions,
ingredient branding and co-branding. In addition, a study by Madhavaram et al.,
Ghodeswar (2008), in this study also notes (2005), found that brand identity played an
that brand building efforts must be in line with important role in creating an integrated
organizational processes throughout the marketing communication which would be
company as this is affects the experiences used in establishing a brand equity strategy.
customers have with the brand (Ghodeswar, Burmann et al., (2009) have also analysed the
2008). importance of b2rand identity when
developing a brand equity model. The study
Studies have also looked at the importance of postulates that brand equity can be measured
having distinctive aspects of a brand in order through the analysis of internal and external
to develop a strong brand identity. In terms of brand strength through the internal and
products, McCormack, Cagan and Vogel external components of a brand’s identity
(2004) state that a distinctive set of rules on (Burmann et al., 2009).
product shape allow for the development of a
strong identity as there is a high level of Brand identity has also been linked to brand
consistency in design. Studies have also loyalty. As He et al., (2012) note that a strong
shown that packaging of a product plays a role brand identity has a positive direct and indirect
the creation of a brand’s identity in brand effect on traditional facets of brand loyalty,
experiences (Underwood, 2003). Underwood namely, perceived value, trust and satisfaction,
(2003) found that product packaging, which is mediated through brand identification
communicated brand meaning and (He et al., 2012).Furthermore, it is noted that brands can be
Brand Experience experienced through products, shopping and
retail, as well as consumption (Brakus et al.,
Early studies on customer interactions with 2009).
brands regarded customers as rational buyers,
only considering cognitive aspects such as Likewise, Rangaswamy and Van Bruggen
price when making purchase decisions (2005) point out that it is becoming more
(Bettman, 1979). Therefore, marketers used common for customers to use different
traditional marketing when communicating channels at different stages of their decision
with customers. Schmitt (1999) characterised and shopping cycles. Companies must
traditional marketing as communicating therefore focus on multichannel marketing to
product features and benefits to rational provide their customers with an integrated
buyers who used a problem-solving process brand experience across channels
leading to need satisfaction. (Rangaswamy and Van Bruggen, 2005).
The 1990s brought with it a shift from In-Store Brand Experience
traditional marketing to experiential marketing
as customers became more interested in According to Verhoef, Lemon, Parasuraman,
accumulating experiences rather than products Roggeveen, Tsiros and Schlesinger (2009),
(Norton, 2003). On the other hand, within past studies have focused more on measuring
experiential marketing customers are seen not customer satisfaction and service quality
only as rational decision makers, but also as rather than customer experience overall.
being emotionally driven (Schmitt, B. 1999). However, authors like Verhoef et al. (2009)
Schmitt (1999) emphasizes that customers propose that customer experience should build
“want products, communications, and a holistic environment that involves elements
marketing campaigns to deliver an like the customer’s cognitive, affective,
experience.” Schmitt (1999) attributes this emotional, social and physical responses to the
shift to experiential marketing to three retailer. On the other hand, studies point out
phenomena, namely the growth of information that retailers should proactively use stores to
technology use, a focus on brands rather than involve the customers by personalizing the
products and lastly two-way communication experience. The retail environment and the
between customers and brands. Studies employee interactions are opportunities to
(Holbrook and Hirschman, 1982) built on the evoke involvement and engagement with the
information processing approach to include brand (Puccinelli, Goodstein, Grewal, Price,
seven experiential aspects, namely, the role of Raghubir and Stewart, 2009). Furthermore,
aesthetics in products, sensory enjoyment, Jones, Comfort, Clarke-Hill and Hillier (2010)
syntactic dimensions of communication, argues that retailers should encourage
product related fantasies and imagery, feelings customers to interact with the merchandise to
which arise from consumption, the role of play develop an emotional bond with the brand.
in providing fun and enjoyment and time Over the last years, the growth of experience
budgeting when pursuing pleasure. stores has raised the bar for retailers since
these new spaces are made with the idea of
In recent times, the concept of experiential trying the product before buying it in a
marketing has evolved to include brand comfortable environment without the pressure
experience. Brakus et al. (2009) have defined to purchase (Jones et al., 2010).
brand experience as “sensations, feelings,
cognitions, and behavioral responses evoked Moreover, Standish and Jones (2018) point out
by brand-related stimuli that are part of a that despite of the growing trend of e-
brand’s design and identity, packaging, commerce, the in-store experience is an
communications, and environments”. opportunity for retailers to communicate totheir customers their vision, values, and points directly targeting the senses, an online brand,
of view. Custer and Sheeks (2018) emphasize however, has to rely on virtual interfaces that
that it’s becoming common to use retail spaces act as replacement for “real world
to engage with the community; a different way experiences” (Cleff et al., 2018). In the
to connect with the customers and cultivate following paragraphs, the topics of website
personal connections. According to IBM and social media experience will be explored
(2008) in-store experiences that are “relevant, in particular, as in the case study of this paper
memorable, interactive and emotional are will analyse the expression of brand identity
more likely to increase sales and brand through brand experience in these platforms.
loyalty”.
Morgan-Thomas and Veloutsou (2013) has
IBM (2008) argues that immersive analyzed consumer experience with online
experiences can revitalize the in-store brand including emotional aspects of brand
experience. Immersive experiences are meant and technology acceptance. The empirical
to involve the customer and “connect with the methods have shown that trust and usefulness
shoppers on an emotional level through of the online platform have a positive effect on
personalized dialogues and give them greater brand experience (Morgan-Thomas and
control over the shopping experience (IBM, Veloutsou, 2013). Authors claim, that the
2008). These experiences trigger visual, outcome of these positive experiences is
auditory, tactile and olfactory reactions that increased “customer satisfaction and
not only energize the customer journey but behavioral intentions that lead to the formation
also enriches the customer-brand relationship of the online brand relationship” (Morgan-
(Jones et al., 2010). Thomas and Veloutsou, 2013). A study by Ha
and Perks (2005) concurs that brands should
In conclusion, Jones et al. (2010) points out focus on delivering not only a relevant
brands have realized the importance of message, but also a positive brand experience
incorporating in-store experiences as an that can be used to establish a bond between
important element of their business strategies the consumer and the brand. Cleff et al. (2018)
(Jones et al., 2010). Likewise, Baker et al. highlight that this bond should be established
(2002) emphasize that creating a better in- by appealing to customers’ emotions, feelings
store shopping experience could be seen as a and moods.
competitive advantage for retailers. Overall, in
order to form bonds with their customers In addition to that, research has shown that
retailers should try to develop experience customers who are involved in online
stores that express their brand identity in their activities with the brand respond more
services and products (Jones et al., 2010). significantly to other brand touchpoints
(Simon, Brexendorf and Fassnasht, 2013)
Online Brand Experience: Website and Social (Novak, Hoffman and Yung, 2000). Also,
Media despite increased usage of social media,
websites are still a great tool to create brand
Literature has conceptualized online brand experience as they can be customised to
experience as the collection of an individual’s provide innovative design and content that
rational, cognitive, and objective-oriented represents the brand. A well-designed brand
responses, as well as the emotional reactions website with relevant content can positively
when coming in contact with a brand in the influence customers’ perception of the brand.
online environment (Morgan-Thomas and For instance, research by Muller and Chandon
Veloutsou, 2013). Thus, it can be said that (2010) has discovered that people perceive
brands use different online channels as touch brand personality differently after being
points with their customers (Cleff et al., 2018). exposed to a website. Authors found out that
While brand experience normally refers to “two dimensions of brand personality(youthfulness/modernity and research has not focused on how brand
sincerity/confidence)” have increased after identity is transferred through brand
visitors have seen the website. Furthermore, experience in various channels. Extensive
authors claim that customers that develop research has been conducted on brand identity
positive feelings towards the brand’s website with a focus on its importance in brand
perceive it as younger and more modern orientation (Urde, 1999) as well as the
opposite to those who have negative attitude development of frameworks to create strong
towards the brand page (Müller and Chandon, brand identities (Ghodeswar, 2008). Studies
2003). Overall, research has suggested that have also linked brand identity to brand
improving customer website experience can loyalty (He et al., 2012), brand equity
lead to improved brand familiarity, (Madhavaram et al., 2005), (Burmann et al.,
satisfaction and trust (Ha and Perks, 2005). 2009), brand image (Nandan, 2004) and brand
reputation (De Chernatony, 1999). Brand
In the realm of brand experience through experience literature has focused on
social media, studies have focused on developing dimensions to measure brand
developing models to build loyalty, experience (Brakus et al., 2009) as well as the
willingness to recommend and positively importance of brand experience through in-
impact a firm’s brand image (Gavurova, store (Verhoef et al., 2009) and online
Bacik, Fedorko and Nastisin, 2018). For channels (Morgan-Thomas et al., 2013), (Cleff
instance, Simon et al. (2013) present a six- et al., 2018), (Ha and Perks, 2005). Although
dimension (engagement, usability, sensory, studies have suggested the importance of
affective, cognitive and relational) framework aligning brand building with organizational
to improve online brand experience through processes in order to improve customer
social media. Authors claim that the quality of experience (Ghodeswar, 2008), there is limited
the customers’ brand experience depends on focus on brand identity expression in brand
which extent these six dimensions are covered experiences, thus illustrating the relevance of
(Simon et al., 2013). To create successful the study.
strategies for engagement, it is important to
identify customers’ reasons for it and develop
a brand page that is suitable for all kinds of Methodology
users (Simon et al., 2013). To satisfy usability Research Design
and sensory dimensions, brands need to ensure The research was done using a single case
that website is appealing and easy to use. In approach on Lush and a qualitative method,
addition, in terms of affective and cognitive specifically interviews. Interviews were
dimensions, the brand page must have the chosen in order to gather participant feelings
ability to generate positive emotions and to and opinions which would not otherwise be
keep the balance between entertaining content fully expressed through quantitative research.
and interaction (Simon et al., 2013). Finally,
the relational dimension explores the extent to The research was conducted using a deductive
which the brand provides opportunities to approach (Elo and Kyngäs, 2008). The brand
build social relationships (Simon et al., 2013). identity prism served as a starting point
However, it is important to acknowledge that (Kapferer, 2012) and this was followed by
there is no uniform model to create brand generating a brand identity prism for Lush
experience. Each brand is unique and requires based on the values and Lush’s website. The
different steps to create a memorable interviews conducted revealed customer
experience that is representative for its identity perceptions of the brand which were used as a
(Gavurova et al., 2018). basis for understanding the consistency or lack
thereof between the brand identity and brand
Having reviewed the studies done on brand experience.
identity and brand experience, it is noted thatData Collection Method The Lush brand identity was analysed with the
six dimensions proposed by Kapferer (2012)
The typical interview lasted for approximately in the brand identity prism. This information
twenty minutes and followed a structured was gathered from insights from Lush’s values
interview guide. The interviews were and website and compared with customer
conducted on phone and face-to-face and perceptions of Lush after in-store, social
responses were recorded with the permission media and website experience with the brand.
of the interviewees. Furthermore, the
interview questions were structured according Each interviewee’s response was coded based
to Lush’s brand identity prism. The questions on the brand experience channels and the six
referred to the three channels through which dimensions of the brand identity prism namely
the customers can experience Lush’s brand, physique, personality, relationship, culture,
namely the store, the website and social media self-image and reflection (see Appendix 2).
(see Appendix 1). With regard to social media, Customer perceptions of the brand were then
the respondents were required to visit the assessed in order to reveal those which were
brand’s Instagram and Facebook profile. The the same as the identity Lush put forward and
two platforms were selected in particular for those which were not experienced in all
this study as Facebook and Instagram are channels.
among the social media platforms with the
most active users worldwide (Statista, 2018b).
Case Study: Lush
Sampling and sample size
Lush is a cosmetics brand, established in 1995
Judgment sample strategy was used as a and has since then expanded from a niche
sampling approach as recommended by brand with ethical dedication and sunny
Marshall (1996). Five interviewees were personality to a well-known global brand with
therefore selected because they had previously progressive values and innovative customer
visited a Lush store and thus they were experience (Gilliland, 2018). In terms of
familiar with the brand’s experience. This was marketing, the company does not spend
regarded as a critical aspect for the study’s money on traditional advertising, such as TV
success. There were four female and one male campaigns or celebrity endorsements.
participant aged between 21-26 years old. Likewise, instead of using sponsored
advertisements, its social media posts rely on
According to Mason (2010), the aim of the internal brand advocates, which are usually the
study should determine the sample size. employees (Jones and Manktelow, 2018). In
Therefore, when a study’s objective is not to addition, according to the Lush’s brand
describe a cross-disciplinary process but rather communications manager, employees are not
to focus on examining a particular case within only acting as brand ambassadors in the shop,
a singular discipline, the point of saturation is they are also able to transform customers into
reached faster. This means that more data does brand advocates by sharing their insights
not actually lead to more information (Mason, about the products, “pampering people and
2010). The focus of this paper is on Lush, as making them feel good about coming in”
well as on the concept of brand experience and (Jones and Manktelow, 2018). Despite this
brand identity, which are part of the brand challenging organic strategy, Lush has been
management field. Due to the restricted scope able to reach 4.2 million followers on it’s
of the research, the sample size of the present North America Instagram profile and receive
study is five qualitative interviews. 1.2 million likes on its North America
Facebook page (Lush Cosmetics North
Data Analysis and Presentation America, 2018).Lush focuses on using as little packaging as
possible, having 100% vegetarian products,
offering fresh cosmetics, fighting against
animal testing, producing handmade products,
and buying supplies from local producers
(Lushusa.com, 2018).
In order to analyze how the brand identity is
reflected in Lush’s brand experience,
Kapferer’s brand identity prism was applied to
define Lush’s brand identity. The six
dimensions of the brand identity prism were
mapped out based on Lush’s core values and
the content in the website. Lush’s brand
identity prism is illustrated in Figure 2:
Figure 2 : Lush’s brand identity prism (Source: Current Researchers based on Kapferer (2012))With regards to the physique facet of brand animals” (Lushusa.com, 2018). Likewise, the
identity, Lush’s visual appearance is defined company recruits employees who represent the
as the logo, packaging design, colors and brand values. All staff members are also
labels. For instance, customers are exposed to provided with opportunities to experience their
unique multiple attributes of the brand when ethical culture. Each of Lush’s employees
entering the shop, as shops have a deli layout, receive paid hours to participate in charity
that allows customers to touch, try and smell events such as cleaning local beaches
the products (Gilliland, 2018). Besides this, (Lushusa.com, 2018). Moreover, Lush
Lush has a distinctive black and white logo demonstrates its innovative culture by
that communicates the company’s tagline - introducing new product ranges for each
“Fresh handmade cosmetics” (Lushusa.com, occasion, such as Halloween or Eastern
2018). In addition, each Lush product is either (Gilliland, 2018).
“naked” and later wrapped in a branded paper
bag or pre-packed in a designed packaging When analyzing the relationship dimension of
made from recycled materials, which includes Lush, it was important to take notice of the
the brand logo and also information about the way the brand’s employees interact with the
product maker. customers in the different channels. One of the
brand’s principal assets lies within their
In terms of personality, Lush is creative, fun employees (Trotter, 2018). The employees are
and honest, yet responsible and cares about very caring and and friendly. Likewise, Trotter
environment. Lush’s creativity is expressed in (2018) points out that employees are advised
the way they name and describe their to spend time with their customers, ask
products. For example, one of the bath bombs specifically what their needs are and build
is named “Shoot for the stars” and it is relationships with them during their visits to
described as a “calming blanket of the stores. On the other hand, on their website,
shimmering royal blue that unfurls in the Lush highlights the importance of “buying
water”, which “takes your skin to heaven as from small-scale producer groups affords us
your mood rockets straight into the sky” the opportunity to drive positive change,
(Lushusa.com, 2018). In addition, the encourage sustainability and form long-lasting
company often updates its social channels relationships with people all over the
with fun posts that respond to the newest world”(Lushusa.com, 2018). According to the
social media trends, such as internet memes. examples mentioned, it can be said that Lush
They also communicate the ingredients of the is caring, responsible, and friendly when
products and upload videos showing how relating to its stakeholders.
products are made. In addition, brand also
dares to campaign about social and Based on the way Lush communicates to their
environmental issues, while using personal audience in their website, it was possible to
messages like “Hundreds of thousands of furry determine the picture of the recipient within
little friends like guinea pigs are killed during the brand identity prism in terms self-image
the tests for cosmetics. Thankfully, you can and reflection. Lush addresses customers who
help us to do something about it” (Lush care about the environment, are natural,
Cosmetics North America, 2018). cruelty-free, vegetarian and ethical. According
to their website, Lush seems to be made for
Lush’s culture is driven by their compromise people who are fun and creative since it is
to deliver fresh and innovative products with a colorful and playful.
passionate team, without losing sight of its
commitment to take care of the environment.
For example, the company is against animal Analysis and Presentation
testing, as it “buys ingredients only form
companies that do not commision tests onIn this section, the data received from the not only takes care of things that surround the
customers will be analysed according to brand but also the brand itself. Besides this,
different dimensions of the brand identity interviewees distinguished Lush as a young
prism in the 3 different channels: in-store, brand, that is happy and friendly. It is
website and social media. interesting to note that two of the interviewees
described Lush as organized, mainly based on
Regarding the physique dimension across all website and social media experience, while
channels, most of the respondents commented one has perceived Lush as disorganized and
on the colour scheme of the products. Colour confused, after visiting the store and website.
scheme was noted as an important sensory
element within the channels as it was In relation to the culture, several
aesthetically appealing. Majority of commonalities can be noticed in the responses
respondents brought out that the website and of the interviewees across all three channels.
social media channels were organized and Lush’s culture is perceived by the respondents
easy to navigate, but visually pleasing at the as being focused on “bringing something
same time. On the other hand, for in-store positive to the world” through their support for
experience the customers concluded that the environmental causes and their fight against
product packaging was environmentally animal testing and cruelty. The word “ethical”
friendly and naked. This was one of the was also used to describe Lush’s culture, but
strongest physical attributes. Furthermore, the only for the website and social media
store was characterized as being simple with a channels, which might indicate that this facet
black and white theme with pops of color. of their culture is not as easily perceived from
Other than the products, no other items that their in-store experience. Another key element
are part of the physique facet were noticed in of their culture that is mentioned by the
the different touch points, despite the fact that respondents across all channels is represented
the brand’s logo is included in all channels. by the word “handmade”, which shows that
One interviewee also commented about the the company’s culture is perceived to be
content on the brand’s Facebook page, centred on the authenticity of their products.
specifically, reviews, descriptions of products Understanding the customer’s needs and
and instruction videos. This illustrated Lush’s Lush’s value for the clients’ feedback seem to
high level of engagement with its followers. be suggested by some interviewees as part of
Furthermore, with regard to the in-store brand the brand’s culture, but it is only perceived so
experience it was recurrently mentioned that from the in-store experience. Despite the
there were overwhelming smells in the store. existence of a few similarities between
channels, the responses fail to match the
Regarding personality, customers seemed to culture facet of the brand identity prism
have mostly positive perceptions. During the presented earlier. This is due to the fact that
brand analysis using the brand identity prism the customers did not seem to recognize
model, Lush’s personality was defined as Lush’s culture through the brand experience as
creative, fun, honest, responsible and activist. being neither innovative, nor fresh or
Even though respondents also perceived Lush passionate.
as creative and fun, they referred to
responsibility in terms of being environmental With regards to the relationship dimension, no
and eco friendly. Being an activist is common themes were identified across all
mentioned only by one of the customers, who three channels. Within the in-store and website
after visiting the Instagram page stated that channels, respondents noted Lush
brand is politically aware and active. In relationships to be “friendly” in terms of
addition to that, Lush is perceived as caring, employee helpfulness and general approach.
after having both in-store and online brand This is in line with Lush’s friendly
experience. Customers also stated that Lush characteristic in the brand identity prism.However, within the in-store facet, in regard to the in-store experience, one
respondents also brought out that employees interviewee classified the brand as only caring
were too insistent and invaded their personal about their image and not being honest about
space making the respondents uncomfortable. the company’s values.
One interviewee classified the employees as
having more of a sales focus within the in- Regarding self-image, the respondents have
store experience. These characteristics are specified that they feel happy when they are
contrary to Lush’s brand identity prism which experienced the store and the website, but not
describes a caring, responsible and friendly while browsing through their social media.
approach to their relationships. The notion that Additionally, interviewees noted that while
Lush attempts to benefit the community but they are experiencing the store and the website
falls short due to either a prevailing product they “feel attracted to the products and
focus or a lack of evidence of these activities compelled to buy” and that the website makes
within their website and social media channels them feel good to be shopping at Lush. Three
was identified as a common theme within respondents noted that their experience in the
interviewee responses. This opposes Lush’s store was overwhelming, but they did not feel
brand identity prism which outlines caring and the same about the website and social media.
responsible as two characteristics of the brand On the other hand, the interviewees reported
within the relationship dimension. Some that both the shop and social media experience
respondents however classified Lush as made them feel curious and intrigued to see
involved with their customers with one more, but at the same time, they felt like they
respondent noting community involvement would not able to afford the brand. However,
through their advocacy for LGBTQ+ rights as when comparing the responses with the brand
shown on their Instagram page. Relating this identity prism, none of the items match. This
to Lush’s brand identity prism, perceptions of might be due to the fact that the brand’s
the brand as involved, is in line with the caring website seems to target people who are
characteristic. It is however important to note natural, vegetarian, who believe in cruelty-free
that this characteristic was prevalent only in products, while in reality they do not identify
the social media channel and therefore not themselves in that way.
experienced through in-store and website
interactions with the brand.
Discussion and Conclusions
In regard to the reflection dimension, the way
the customers want to be perceived based on The current study aimed to determine whether
Lush’s communication with their audience Lush’s brand identity was expressed in its
was noted as ethical, animal lover and fun. brand experience across three channels: store,
However, research across all channels website and social media. The study concludes
revealed that customers would like to be that Lush’s brand identity as perceived by
perceived as young, interested in personal customers is inconsistent across channels.
care, environmentally and animal friendly. Additionally, even within each channel, the
The only common theme that stood out was findings suggest a lack of coherence with the
animal lover. The respondents considered brand’s identity. The findings overall suggest
more important to point out that the brand was that Lush is not focusing on its brand identity
targeted to young people that appreciate when designing brand experiences and seems
paying more for high quality products and like to use their brand image, instead, which is
to treat themselves. In terms of the website more market oriented.
and social media experience, majority of the
customers wanted to be perceived as creative Based on the customers’ responses, Lush’s
and fashionable although this did not relate products are the strongest physical attribute
back Lush’s brand identity prism. Meanwhile, related to the brand. Product packaging wasalso seen as a critical physical aspect of the being innovative. In fact, the lack of
physical facet. However, given that Lush is packaging is viewed as “unsanitary” and
moving towards more “naked” products, this contributing to the strong scent of the store, as
might lead to the brand losing one its most mentioned by one interviewee. One possible
recognizable aspects. More focus is placed on solution for this issue is coming up with a
superficial elements such as colour and smell different type of packaging that is
of the products which contradicts the brand’s biodegradable and that reduces the smells,
commitment to using organic ingredients. which could improve the in-store experience
for people who are sensitive to powerful
In terms of personality, Lush is overall scents.
perceived as a positive brand. Using various
touch points, the brand was able to portray Even though respondents experienced positive
itself as creative, fun and environmentally emotions within the store and website
friendly. Lush’s perception as an channels, none saw themselves as the ideal
environmentally responsible company is Lush customer as the brand was perceived as
influenced by both company’s stores and inaccessible. Majority of the respondents
online experience, as their positive behaviors described Lush as appealing to customers who
towards the environment are consistently were trendy and cared more about their image
communicated through all the channels. Even than the actual Lush values. This was also
though Lush considers itself an activist, emphasized in Lush’s social media and
customers do not identify its personality as website channels, as the content was primarily
such. In order to stay true to the activist product focused, thus leading respondents to
personality trait, Lush should consider believe that Lush values were not genuine and
investing more in the causes they support and only mattered as part of a current trend.
communicating it clearly. This would also
help align the relationship dimension with
customer brand experiences as majority of Managerial implications
respondents could not specifically point out
how Lush was involved in the community The study’s findings suggest that every
with only a few noting this within the website company should start with an inside-out
and social media channels. This would also perspective when designing their brand
reinforce Lush values and make them seem experiences because in that way they will be
more genuine. Additionally, in terms of able to express their true brand identity.
employee approach and assistance, employees Thusly, they are able to differentiate
approached customers in a friendly manner themselves from the competition. Certain
which assisted in fostering caring aspects of a brand’s identity can get lost
relationships. Employees however were also depending on the channel, therefore a strong
seen as “pushy” and therefore more interested brand identity necessary for consistency.
in selling the products. In order to change this Kapferer’s brand identity prism therefore
perception within in-store experiences, it is serves as a valuable tool.
recommended that Lush should consider
training employees on how to approach clients With respect to in-store experience, two
in varying ways, as one method alone does not recommendations can be drawn from the
suit the typical Lush customer. findings. First, training employees to identify
and approach customers in different ways
An important finding related to the brand’s would be beneficial as it would improve
culture is that even though Lush comes out customer experience. Secondly, it is
with new products every season, as well as recommended to pay attention to strong
pioneering the no-packaging movement, the sensory stimuli, as they can have a negative
respondents still did not consider the brand as influence on a customer’s store experience.Bettman, James R. (1979). An information
In addition, if a company wants to be processing theory of consumer choice / James
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identify and communicate their causes clearly. Mass
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