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035			_a23606
040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aBranding in Greek Cosmetics Industry.
260			_c2015
300			_a92
520			_aIntroduction, 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.
700	1		_aKalogirou _99196
700	1		_aΛουκοπούλου Αποστολία _99195
942			_cDS
999			_c8606 _d8606