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This research paper deals with the impacts of the way of putting feminine model in a low calories cereals pack. The exhaustive review of the literature about the subject, has lead us to take into consideration three major criteria: identification, rationalization and evaluation of the brand processes by the consumer. To explore this issue, we have used a qualitative research method with semi structured interviews. The data analysis shows that there are four consumers’ profiles: the fanatic, the supporter, the resistant and the indifferent. For each profile, there are specific perceptions of the feminine model and specific criteria of identification, rationalization and brand evaluation. To optimize his strategy, the marketing manager should choose which kind of consumers he wants to target; there the feminine model is crucial.

Key words: feminine model, identification, rationalization, brand, slimness

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