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Understanding Brand Value and Positioning

The document discusses branding and Dettol's brand positioning. It explains that a brand creates promises, bonding, affinity and loyalty through emotional and functional attributes. It summarizes Dettol's brand positioning as promising safety as an antiseptic that is 100% safe for healthcare use. The document also outlines Dettol's integrated marketing communication strategy, which creates awareness through TV and print ads focused on mothers and children, provides information on product features, emphasizes the health benefits of its no-touch design, and aims to turn trial users into purchasers.

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Amar Itagi
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138 views4 pages

Understanding Brand Value and Positioning

The document discusses branding and Dettol's brand positioning. It explains that a brand creates promises, bonding, affinity and loyalty through emotional and functional attributes. It summarizes Dettol's brand positioning as promising safety as an antiseptic that is 100% safe for healthcare use. The document also outlines Dettol's integrated marketing communication strategy, which creates awareness through TV and print ads focused on mothers and children, provides information on product features, emphasizes the health benefits of its no-touch design, and aims to turn trial users into purchasers.

Uploaded by

Amar Itagi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

What is Brand???

Brand is
Function
-it is used as antiseptic
Emotion
Brand Creates a:-
Promise
Bonding
Affinity
Loyalty
Equity
Value (What it promises and how much it delivers)
-Dettol promises safety and it delivers the same
Strategic Asset
-Brand acts as an intangible asset
- the No 2 brand in the Top 5 Dettol
Brand Credibility (gives what it promises)
-frequently used by homemakers and hospitals
-then brand delivers what it promises
Crafting the brand
Dettol positioning includes
RTB(reason to believe)
-Performance








Steps in positioning
Step 1
Brand Identity (what company wants put in the mind)
-Antiseptic
- 100% safe
-Health care

Step 2
Brand Image (how it goes in the mind of the consumer)

-Color green(safe)
-Sword sign
-The plus sign
-The Smell



Step 3
Brand Perception (the deeper association)
-Doctors recommendation
Step 4
Brand Positioning (set in minds of people)
-good as toiletries
-helps to protect wound (anti septic)
-very safe


Integrated Marketing Communication
1) Awareness:-
Television advertisements - in the tv ads it has focused on the mothers and their children
everywhere they air the ads
Print Advertisements - these ads also focused upon the core value
Sales Promotion:-

2) Knowledge(Features)
-No touch fully automatic


3) Impression (Benefit)
-Handless(less infection)

4) Position (preference)

5) Intention (Trial)
-trial offer

6) Sale (Purchase)

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