Accomplished by: Renata MOKROVA Supervised by: Boris DURISIN

Differences between Vichy Brand Image & Vichy Brand Identity

in Russian and in French Markets

MASTER THESIS

The Framework

Relevance of the topic chosen •  Increasing importance of brand management •  Mismatch between company’s and consumers’ perception of the brand •  Room for research in active cosmetics/cross-country analysis •  Mismatch of the Vichy brand identity and brand image in Russia •  Vichy brand identity recent renewal

Paris,  2014  

Object: Vichy brand (L’Oréal Groupe) Subject: Gap between brand image and brand identity

Research Question What are the differences in the gap between Vichy brand image and Vichy brand identity in Russian and French markets?

1. Theoretical background

Broad definition: The core brand sense in its perfect state, like the company wants it to be (Aaker, Bivainiene, Domnin) Narrow definition: The set of brand characteristics that allow for brand identification and differentiation by maintaining its core (Kapferer)

1. Defining the notions

•  to identify the brand •  to differentiate the brand

Key findings

BRAND IDENTITY

BRAND IMAGE

The perception of the brand by consumers, constructed from unique set of associations, created in the memory of consumers in the process of the communication with the brand (Aaker, Keller, Janonis and Virvilaite).

Types of associations:

1. ATTRIBUTES 2. BENEFITS 3. PERSONALITY •  Non-product related •  Product-related

•  Functional •  Experiential •  Symbolic

Source: [Keller, 2005; Korchia, 2005]

•  Brand character •  Personal traits

Paris,  2014  

2. Brand Wheel structural model, Bates Worldwide

Brand  essence  

Personality  

Values  

Benefits  

A9ributes   Physical  characteris<cs  (color,  package,  

aroma)  

In  comparison  to  other  brands  

Principles,  guidelines,  key  pillars  

Human  traits,  characteris<cs  

Key  idea,  core  

Paris,  2014  

1. Theoretical background Key findings

Source: [Domnin, 2009; Starov, 2008]

6 obstacles for BR ID communication

3. Brand identity communication process

Source:  [Doyle,  2001;  Starov,  2010]  

Sender Company

Mean of communication Receiver Consumer

Brand  iden)ty   Brand  image  

Reac<on  

Other  signals  

Coding   Decoding  

Feedback  

Message  

•  Other factors •  External brand-related signals •  Inappropriate communication

channel

•  Competitors’ activities •  Inappropriate BR ID •  Inefficient messages

Paris,  2014  

1. Theoretical background Key findings

2. Research Methodology

1.  Qualita<ve  research:  In-­‐depth  interview  with  a  Vichy  representa<ve      

Vichy  brand  iden<ty  

2.  Quan<ta<ve  research:  Survey,  200  consumers  (poten<al/previous/current)  

•  100  in  Russia  •  100  in  France  

STAGE RESULT

Vichy  brand  image-­‐id  gap  

•  in  Russia  •  in  France  

Cross-­‐country  comparison  of  the  brand  image-­‐id  gap  

Research  Ques)ons:  1.  How  Vichy  brand  iden<ty  is  defined?  2.  Are  new  Vichy  logos  (both  visual  and  textual)  are  known  and  being  recognized  by  consumers  and  can  be  considered  as  strong  

brand  a9ributes?  3.  Do  consumers  perceive  the  emo<onal  and  func<onal  benefits  stated  in  brand  iden<ty  model  as  the  ones  offered  by  Vichy  brand?    4.  If  Vichy  would  be  a  person,  would  have  consumers  described  it  with  exactly  the  same  traits  as  stated  in  the  brand  iden<ty  model?  

How  strong  the  stated  traits  are  recognized  in  Vichy  by  consumers?  5.  Could  consumers  recognize  indirectly  the  values  and  the  essence  of  Vichy  brand  specified  in  its  iden<ty  model?  6.  How  similar  is  Vichy  brand  image  in  general  from  the  point  of  view  of  Russian  and  French  consumers  to  its  compe<tors?  7.  How  different  is  the  nature  of  the  iden<ty-­‐image  gap  in  Russia  and  in  France?  8.  What  are  the  differences  in  consumer  behavior  in  ac<ve  cosme<cs  category  between  Russia  and  France?    

Goal:  reveal  the  differences  in  the  brand  iden<ty-­‐image  gap  between  Russian  and  French  markets    

Paris,  2014  

2. Research Methodology Qualitative research

• In-depth interview using the interview guideline, based on the structure of Brand Wheel model

• 1h, language: Russian, recorded

HOW

• Vichy brand-manager, responsible for the sub-brands: Normaderm, Vichy Homme, axe deodorants and recent general brand campaign

WHO

• 19th of April, 2014 • Anti-Café, 10 rue de Richelieu, Paris

WHEN/WHERE

• Vichy brand identity wheel • Hypotheses for the qualitative stage

RESULT

Paris,  2014  

Questionnaire design

Sampling

Methods of data analysis

•  20 questions, multi-choice / scaled questions •  6 parts:

1.  Consumer behavior and involvement in the category 2.  Vichy attributes (logos and images): recognition with/without a hint 3.  Vichy benefits (emotional and functional): Likert scale 4.  Vichy personality: chose 3 traits and assess the intensity of given traits for Vichy 5.  Vichy values & essence: implicit, defined through association with the image 6.  Socio-demographic

•  Created in English, translated into Russian and French, checked with a bilingual •  It was based on the existing study on brand identity/image gap (Janonis, Dovalienė, Virvilaitė, 2007)

•  Sample size: 200, scope: France and Russia •  Intentionally non-representative: Vichy target audience as defined by Vichy brand-manager •  Convenience and judgmental sampling methods •  On-line distribution of the survey: acquaintances, woman forums, direct messages to brand pages

followers in social networks •  To motivate respondents: there was a chance to get Vichy product for free (6 products were allocated)

•  SPSS package •  Vichy brand wheel in each country: Central tendency measures analysis •  Cross-country comparison: hypotheses testing

•  Parametric test: Student t-test / Non-parametric: Mann-Whitney U test for 2 independent samples •  Chi-Square test for nominal variables (measure of association)

Paris,  2014  

2. Research Methodology Qualitative research

H0:  The  country  of  the  residence  and  the  level  of  recogni<on  of  visual  Vichy  logo  are  sta<s<cally  independent.    H0:  The  country  of  the  residence  and  the  level  of  recogni<on  of  textual  Vichy  logo  are  sta<s<cally  independent.    H0:  The  country  of  the  residence  and  the  level  of  recogni<on  of  Vichy  visuals  are  sta<s<cally  independent.    

H0:  There  is  no  difference  in  the  percep<on  of  emo<onal  benefits  of  Vichy  brand  between  Russia  and  France  H0a:  There  is  no  difference  in  the  percep<on  of  ‘feeling  more  confident  as  emo<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0b:  There  is  no  difference  in  the  percep<on  of  ‘feeling  more  charisma<c’  as  emo<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0c:  There  is  no  difference  in  the  percep<on  of  ‘feeling  that  skin  becomes  flawless’  as  emo<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0d:  There  is  no  difference  in  the  percep<on  of  ‘feeling  of  keeping  everything  under  control’  as  emo<onal  benefit  of  Vichy  brand  between  Russia  and  France  

H0:  There  is  no  difference  in  the  percep<on  of  func<onal  benefits  of  Vichy  brand  between  Russia  and  France  H0a:  There  is  no  difference  in  the  percep<on  of  ‘efficacy’  as  the  func<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0b:  There  is  no  difference  in  the  percep<on  of  ‘safety’  as  the  func<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0c:  There  is  no  difference  in  the  percep<on  of  ‘textures’  as  the  func<onal  benefit  of  Vichy  brand  between  Russia  and  France  H0d:  There  is  no  difference  in  the  percep<on  of  ‘deep  ac<on’  as  the  func<onal  benefit  of  Vichy  brand  between  Russia  and  France  

H0:  There  is  no  difference  in  percep<on  of  Vichy  brand  personality  between  Russia  and  France.  H0a:  There  is  no  difference  in  percep<on  of  Vichy  brand  as  reliable  brand  between  Russia  and  France.  H0b:  There  is  no  difference  in  percep<on  of  Vichy  brand  as  stylish  brand  between  Russia  and  France.  H0c:  There  is  no  difference  in  percep<on  of  Vichy  brand  as  intelligent  brand  between  Russia  and  France.  

H0:  The  country  of  residence  and  the  level  of  recogni<on  of  Vichy  essence  and  values  are  sta<s<cally  independent.    

A9ributes  

Emot.  Benefits  

Func.  Benefits  

Personality  

Essence  

2. Research Methodology Qualitative research: Br Id Hypotheses

3. Empirical context

Vichy brand: •  France in 1931, owned by L’Oréal Groupe (since 1955) •  Cosmetique Active department of L’Oréal + La-Roche Posay, Sanoflore, Roget &

Gallet and Skin Ceuticals •  Distribution channel: pharmacies •  Expert’s advice (pharmacist) and complete skin care routine •  15 sub-brands. Communication by sub-brand. •  Renewal of identity: from ‘Health is beautiful’ to ‘You ideal skin’

Russia France 1.6 bln EUR (2012)

Expected CAGR (5y): 5% Skin care Market*

3 bln EUR (2012) Expected CAGR (5y): 1%

*Source: Euromonitor Internation report, 2013

Active cosmetics: Avéne, Bioderma, Uriage, LRP (Mass market:Kalina, Avon, Oriflame, L’Oréal)

Competition Active cosmetics: Avéne, Nuxe, LRP (Mass market: Biersdorf, Yves Rocher, L’Oréal)

N1 in active cosmetics, 3.5% MS The only from AC in TOP-10 SC LRP: 0.6%

Vichy performance

N3 in active cosmetics, 2.5% MS LRP: 4.7%

Retail design&experience in POS on the initial stage/ Income growth, less educated

Retail channel/Consumers

More developed, less concentrated. Parashops/ More knowledgeable, sophisticated

4. Results

Reliable, stylish/sophisticated, intelligent

Skinlife science Safety Origins: Vichy thermal water Pleasure

Efficacy Safety Textures Deep action

Feel self-confident Feel charismatic Flawless skin Feel on the top of things (in control)

Brand  essence  

YOUR IDEAL SKIN 1. Vichy Brand Identity

   

Paris,  2014  

Visual logo: 65%, max recognition: current users (83%)

Textual: 66%; Confusion with old logo 20% max recognition: never users (71%)

Visuals: 37%, confusion with LRP min confusion: current users

R: 62%, S: 45%, I: 45% 3% negative traits

Unprof: 3% previous users Outdated: 3% never/3% previous users

Current users: ‘friendly’ instead ‘intelligent’ Users score higher the presence of traits

FUNC average: 4.9/7; #1: Safety In general scores are lower for never-users

EMO average: 3.5/7; #1: Flawless skin For current users: #1: Confidence

84% recognized Least gap never-users (93%), largest: previous users (77%)

YOUR  IDEAL  SKIN  

4. Results 2. Vichy Brand Id-Image gap, Russia

•  Largest  gap  in:  A9ributes  (Visuals)  and  benefits  (Emo<onal).  Total  match:  values  and  personality.  •  Current  users  have  Vichy  brand  image  closest  to  the  iden<ty.  Never  users  tend  to  have  closer  image  to  iden<ty,  since  they  have  

their  impression  created  only  by  communica<ons,  without  using  the  product.    •  The  highest  perceived  similarity  of  Vichy  is  with  LRP  (4.7/7),  the  lowest  is  with  Nivea  (2.1/7).  15%  didn’t  know  LRP  

Paris,  2014  

YOUR  IDEAL  SKIN  

4. Results 3. Vichy Brand Id-Image gap, France

•  Largest  gap:  a9ributes,  benefits,  personality  (‘intelligent’  trait  is  not  associated).  Match:  values,  2  personality  traits  •  Current  users  perceive  a9ributes  and    benefits  be9er  than  non-­‐users  and  previous  users.      •  The  highest  perceived  similarity  is  with  LRP  (4.5),  the  lowest  with  Nivea  (2.4).  5%  didn’t  know  LRP.  •  Overall  similarity  of  Vichy  with  LRP  is  lower  in  France  than  in  RUS,  and  with  Nivea  is  higher  than  in  RUS  

R: 65%, S: 51%, I: 20%, Organized: 47% R: lowest for never-users (44%)

Unprof.: 4% never/ 2% previous users Outdated: 4% never / 3% previous users The highest scores for reliable & elegant:

current users; for intelligent: prev.users

FUNC aver.4.7/7; #1: Textures Current users: highest scores

Never users: lowest scores Never-users ranking – total match

Users: textures 1st

EMO aver.3.2/7; #1: Flawless skin

Visual logo: 45%, textual: 60% Confusion with previous: 29%

Visuals: 38%, confusion with Nivea Highest recogn. Level: current users

83% recognized Least gap with previous users

(95%), largest: never users (72%)

Paris,  2014  

4. Results 4. Differences between Russia and France

1.  Regularity of cosmetic products usage 2.  Love looking soigné 3.  Level of care how the skin looks like 4.  Interest in the category 5.  $ spent on purchase

Consumer behavior Parametric  test    Non-­‐parametric  test  

Overall similarities

.00

.00

.02

.27

.24

.00

.00

.00

.17

.02

•  In  Russia  consumers  use  cosme<c  products  more  regularly  than  in  France  •  In  Russia  consumers  care  more  about  how  they  and  their  skin  look  like  than  in  France  •  In  France  consumers  spend  more  on  cosme<c  products  than  in  Russia:  EUR39  vs  EUR46.  *The  difference  is  significant  only  when  non-­‐parametric  test  is  applied.  

1.  L’Oréal Paris 2.  Nivea 3.  La Roche-Posay

Parametric  test   Non-­‐parametric  test  

.25

.34

.79

.14

.00

.48

•  In  France  Nivea  is  perceived  much  more  similar  to  Vichy  in  comparison  with  Russia  if  non-­‐parametric  test  is  applied.  

H0   H0  

H0   H0  

4. Results

1.  Visual logo 2.  Textual logo 3.  Visuals

Attributes Chi-­‐Square  

.00

.21

.01

.00

.21

.01

H0   Phi  Cramer’s  V   H0  

Benefits

1.   Emotional all 2.  Feeling confident 3.  Feeling charismatic 4.  Feeling of flawless skin 5.  Feeling of control 6.  Functional all 7.  Efficacy 8.  Safety 9.  Textures 10. Deep action

.05

.00

.28

.58

.79

.28

.24

.01

.19

.65

Parametric  test    Non-­‐parametric  test  H0   H0  

4. Differences between Russia and France

.08

.00

.54

.95

.07

.10

.18

.00

.06

.08

Paris,  2014  

4. Results

1.  Personality all 3 2.  Reliable 3.  Stylish 4.  Intelligent * In FR: no ‘intelligent’ trait

Personality

.00

.00

.06

.00

.00

.00

.01

.00

H0   H0  

Values

1.  Flower image .10

4. Differences between Russia and France

Parametric  test    Non-­‐parametric  test  

Chi-­‐Square   H0   Phi  Cramer’s  V   H0  .10

Paris,  2014  

Conclusion

In RUS Vichy image is closer to Vichy identity than in FR.

Current users have Vichy image closer to Vichy identity.

The differences between countries are observed in Attributes, Benefits and Personality: •  Textual logo: stronger association in Russia •  Visual logo: in Russia confused with LRP, in France with Nivea •  Confidence as emotional benefit: stronger in Russia •  Safety as functional benefit: stronger in Russia •  Brand personality is perceived closer to the original one in Russia •  Vichy is seen as reliable more in Russia than in France •  Vichy is seen as stylish in Russia rather than in France (if non-parametric test is applied) •  In France Vichy brand is not seen as intelligent as it compared to Russia

MARKETING IMPLICATIONS

LIMITATIONS

•  In both countries attributes are recognized poorly: revise key messages and statements •  In both countries benefits are not highly associated with the brand (esp. emotional) •  Invest in general brand support: attributes are recognized on the aver/below aver level •  In Russia Vichy is confused with LRP: create marketing activities aimed to stress the

difference with LRP. •  In France Vichy is perceived being similar to Nivea: highlight the medical expertise of

Vichy, position itself within the right category (active cosmetics and not mass market)

•  Lack of representativeness due to the sampling method •  Different samples structure •  Biggest cities mostly •  Research not on the image, but on the perception of given characteristics

Paris,  2014  

THANK  YOU  FOR  YOUR  ATTENTION  

Back-­‐up  

Structure  of  the  paper  

Introduc)on  

ROLE  OF  BRAND  IDENTITY  IN  THE  BRAND  MANAGEMENT  PROCESS          7  §1.  BRAND  IDENTITY  AS  THE  CORE  OF  BRAND  §2.  BRAND  IDENTITY  COMMUNICATION  PROCESS  §3.  INTERRELATION  OF  BRAND  IMAGE  AND  BRAND  IDENTITY  THEORETICAL  BACKGROUND:  KEY  FINDINGS  EMPIRICAL  CONTEXT                      40  §1.  VICHY  BRAND  PROFILE  §2.  ENVIRONMENTAL  ANALYSIS    METHODOLOGY:  STUDY  ON  VICHY  BRAND  IDENTITY  IN  RUSSIA  AND  IN  FRANCE      50  §1.  RESEARCH  DESIGN    §2.  QUALITATIVE  RESEARCH    §3.  QUANTITATIVE  RESEARCH    RESULTS  AND  DISCUSSION                      65  §1.  DIFFERENCES  BETWEEN  VICHY  IMAGE  AND  IDENTITY  IN  RUSSIA  §2.  DIFFERENCES  BETWEEN  VICHY  IMAGE  AND  IDENTITY  IN  FRANCE  §3.  COMPARISON  OF  CONSUMER  BEHAVIOR  IN  RUSSIA  AND  IN  FRANCE    §4.  DIFFERENCES  IN  IDENTITY-­‐IMAGE  GAP  BETWEEN  RUSSIA  AND  FRANCE    §5.  MARKETING  IMPLICATIONS    §6.  LIMITATIONS    CONCLUSION                        85  BIBLIOGRAPHY                        89  APPENDIX                          93  AFFIDAVIT                            107  

Paris,  2014  

Author Definition

Aaker D. Unique set of brand associations that the creator of the brand strives to develop-maintain. These associations reflect the meaning of the brand and its promises given by the company to its consumers. This is the ideal brand perception that the company wants the customers to have.

Bichun Y. Ideal brand essence given by the brand creator.

Bivainiene L. The way the creators of the brand want the consumers to perceive the brand.

De Cherantoni L. Brand character, goals and values that allow for brand differentiation.

Domnin V. It is the brand meaning. This concept aims to identify and differentiate a bran in order to influence customer behavior. It is the ideal state of brand: the way brand creators want the brand to be perceived by stakeholders.

Kapferer J.-N. Brand identity is necessary for differentiation and identification functions of the brand. It sets the framework of brand values and uniqueness.

Pertsia V. and Mamleeva L. Unique complex of brand connected features, that substantiates why brand is exists, and includes the promise of the company to its customers.

Starov S. Set of associations about one brand that the company strives to create.

Source:  [Bivainiene,  2007  ;  Domnin,  2009  ;  Nandan,  2005  ;  Starov,  2010]  

J.-N. Kapferer Brand identity prism

Paris, 2014

2. Structural models of brand identity

D. Aaker Brand identity system

•  Br Id development stage •  Core/extended identity

•  6 interrelated facets •  Stimulus-reaction model •  Externalization/

internalization

de Chernatony Brand identity model

•  5 elements •  Brand vision and culture

Thompson Total Branding, J. Walter

Thompson

Brand Platform model Young&

Rubicam •  Reason to trust •  4 levels

•  Brand personification

Brand Key Unilever

•  9 elements •  Competition analysis •  Key feature

Brand Pyramid Mars

•  7 elements •  USP •  Consumer values

2. Theoretical background Key findings

4. Brand identity/brand image: conceptual difference

Paris,  2014  

2. Theoretical background Key findings

IDENTITY   IMAGE  

Owner/creator   Sender:  company  (brand-­‐manager,  marke<ng-­‐manager)    

Receiver:  target  audience  (consumer)    

Related  ac<on   Crea<on/coding     Interpreta<on/decoding    

Concept   Absolu<on     Reality    

Exposure  to  external  factors  

Indirect     Direct    

Level  of  control  by  the  brand  owner  

Strong     Weak    

Source:  [Chernatony,  1999;  Driesener  &  Romaniuk,  2006;  Janonis  &  Virvilaitė,  2007;  Kapferer,  2008;  Keller,  2005;  Roy  &  Barenjee,  2007;  Srivastava,  2010;  Stock,  2009;  Domnin,  2009]  

Tasks: 1.  Specification of the definitions of brand identity on the basis of already

existing; 2.  Analysis of the structural models of brand identity; 3.  Defining the process of brand identity communication and brand image

formation; 4.  Constructing Vichy brand identity in Russian and in French markets through

the qualitative research of the brand’s representatives; 5.  Studying the perception of Vichy brand identity, i.e. brand image, in Russian

and in French markets through the consumer research, determining the gaps between them;

6.  Formulating the differences in the nature of the gap between France and Russia.

1. The Framework

Paris,  2014  

Novelty: •  Systematization of the differences between the notions of brand image and

brand identity •  Study of the brand image-brand identity gap in the cosmetics market •  Comparison of the nature of the gap between 2 countries

H0:  There  is  no  difference  in  the  regularity  of  usage  of  cosme<c  products  in  Russia  and  in  France  H0:  There  is  no  difference  in  the  loving  looking  sogné  in  Russia  and  in  France  H0:  There  is  no  difference  in  the  level  of  care  about  the  appearance  of  the  skin  in  Russia  and  in  France  H0:  There  is  no  difference  in  the  level  of  interest  in  the  category  in  Russia  and  in  France  H0:  There  is  no  difference  in  the  preference  towards  buying  cosme<c  products  on-­‐line  in  Russia  and  in  France  H0:  There  is  no  difference  in  the  amount  of  money  spent  per  purchase  in  Russia  and  in  France  

3. Research Methodology Quantitative research: Consumer behavior Hypotheses

Paris,  2014  

Split by groups in 2 countries

28  

36  

36  

Never  used  

Previously  used  

Currently  using  

25  

29  

46  

Never  used  

Previously  used  

Currently  using  

Paris,  2014  

Structural  models  of  brand  iden<ty  

Aaker D. Kapfereer J.-N.

De Chernaton

y (1)

De Chernaton

y (2)

Keller K.

Brand Wheel

Brand Platform

Thompson Total

Branding (1)

Thompson Total

Branding (2)

Brand Key

Brand Pyramid

Physical traits/attributes + +

+

+

+

+

Personality + + + +

+ +

+ + + Relationship + + +

Culture

+ + Self-reflection

+

Self-image

+ Essence + +

+

+ + Gains (rational) /functional benefits +

+

+ + +

+ +

Emotional benefits +

+

+ + +

+ + Values/principles

+ +

+

+

Positioning

+

+

+

+ Codes

+

USP/Reason to trust +

+

+ +

Products

+ TA

+ +

Competition

+ Consumer insight

+

Key feature

+ Ценности

потребителя

+ Presentation

+

Vision

+ Symbolic benefits +

Paris,  2014  

Aaker  

Paris,  2014  

Kapferer  

Paris,  2014  

De  Chernatony  

Paris,  2014  

Brand  plaworm,  Young&Rubicam  

Paris,  2014  

Sources  

   •  Data  bases:  EBSCO,  JSTOR,  ProQuest,  Emerald.  •  Euromonitor  Interna<onal    •  Authors:  Aaker,  Domnin,  Kapferer,  Kotler,  Starov,  de  Chernatony  &  etc.    

Paris,  2014  

Vichy  visuals:  change  

Paris,  2014  

Survey:  distribu<on  

Paris,  2014  

Essence  &  values  images  

Paris,  2014  

Q  on  visuals  

Visual  logo  for  different  subbrands  

Paris,  2014  

AQUALIA THERMAL Hydration, max concentration of Thermal water

CAPITAL SOLEIL Sun protection UVA & UVB

DEODORANT

DERCOS Shampoos and hair care

DERMABLEND Correction Fondation

CELLU DESTOCK Body care : correction

IDEALIA Perfect skin tone and quality

LIFTACTIV Against deep wrinkles

NEOVADIOL Imporves skin density

NORMADERM Problematic skin (acne, redness…)

NUTRIEXTRA Deep nutrition : body

NUTRILOGIE Deep nutrition : face

PURETE THERMAL Cleansing products

TEINT Fondation

VICHY HOMME Products for men

Sub-­‐brands  

Web-­‐site:  product  descrip<on  

Paris,  2014  

Frequency, % Russia France

Valid

very old 20 1

not existing 4 9

official 66 60

previous 9 29

vichy town 1 1

Total 100 100

Textual  logo  

% of respondents Russia France

Valid

LRP 37.0 18.0

NIVEA 22.0 41.0

CLARINS 4.0 3.0

VICHY 37.0 38.0

Total 100.0 100.0

Visual  logo  

% of respondents Russia France

Never used Valid

very old

Not existing

official

previous

vichy town

Total

very old

17.9

0

71.4

7.1

3.6

100.0

27.8

0

4.0

52.0

40.0

4.0

100.0

0

Previously Valid not existing 2.8 17.2

official 61.1 55.2

previous 8.3 27.6

Total 100.0 100.0

Currently Valid

very old 13.9 2.2

not existing 8.3 6.5

official 66.7 67.4

previous 11.1 23.9

Total 100.0 100.0

% of respondents Russia France

Never used Valid

LRP 39.3 8.0

NIVEA 21.4 56.0 CLARINS 7.1 12.0 VICHY 32.1 24.0 Total 100.0 100.0

Previously Valid

LRP 38.9 20.7 NIVEA 25.0 37.9 CLARINS 0 VICHY 36.1 41.4 Total 100.0 100.0

Currently Valid

LRP 33.3 21.7

NIVEA 19.4 34.8 CLARINS 5.6 0 VICHY 41.7 43.5 Total 100.0 100.0