Competitive Pair: LUSH vs. Sephora

• How did each brand use its brand ideals: vision, mission, meaning, value,to build its brand identity?
• How does each brand use its brand ideals within the four Ps of marketing (product, price, promotion, place)?
• Which brand ideals are most memorable and most meaningful? Most differentiated from the competition?
• Define each brand's target audience. How does each brand evoke emotion with this target audience through its brand identity?
• Which is thestronger brand identity? Why?
• In conclusion, how would you improve each brand's identity?