beauty products 58, 77, 101, 220
brands 163
archetypes 176 “9
categorization of products 175
challenges 166 “71
control/independent image 194 “8
creating/ communicating 175 “6
creative translations 172 “4
cultures as product endorsers 163 “4
directing/ structuring 175, 176
exclusivity /broad diffusion 198 “204
global/local image 187 “94
managing/organizing 175, 176
market beliefs 171 “9
cognitive consistency 172
fixed/shared 171 “2
meaning 164 “6
names 172 “3
positioning 165 “71, 170 “1