Introduction, Definition of Brand and Branding, Aaker's ,odel for Inceasing Brand Equity, Keller's Customer Based Brand Equity, Brand Positioning, Brand Resonance, Brand Value Chain, Kapferer's Models for Strenthening Brand Equity, Brand Positioning, Gap between Brand Identity and Brand Image, Brand Identity Prism, Lovemarks and Passionbrands, Cosmetic Industry, Natural Cosmetics the New Trend in Cosmetics Industry, Brand Building for Natural and Synthetic Cosmetics, Cosmeceuticals, External Environment PESTLE Analysis (Greece), Greek Cosmetics Industry Analysis, Porter 5 Forces, SWOT Analysis, Methodology, Philosophical Research Approached, Marketing Research and Approaches, Research in Design, In Depth Interviews and Focus Groups: a Holistic View, Brand Identity vs Brand Image, Brand Managers' Questionnaire Design, Focus Groups's Questionnaire Design, Ethical Considerations, Data Analysis, Conclusions, Recommendations, Personal Reflection, References, Appendix.