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)