BRAND EQUITY Johnsons Baby - A Case Study using the BRAND RESONANCE MODEL

Brand building done in a series of steps which are in a particular ascending order can be defined as Brand Resonance Model. It Describes how to create intense, actively loyal relationships with customers.It consists of 4 different stages. 1. The first stage of brand resonance is identity.Consumer just starts to understand what the brand is. 2. The second stage is meaning where consumers starts differentiating on the basis of reliability and performance. 3. The third stage is response, which is where consumers judge the brand with their heads and hearts 4. The final stage is relationships, or intense, active loyalty. This is where customers feel a connection or sense of community with the brand.

RELATIONSHIPS- J&J is a baby product targeting the mother-baby relationship. They have shown how the bond becomes even stronger when their product is used, leading to customer retention and loyalty. The trust of consumers in the ,product makes J&J baby products a premium and give an essence of a completion of the mother-child bond.

RESPONSE- Youre Doing Good Mom campaign is something which J&J targeted directly to the heart of every mom, by making the kids thank their moms. So an emotional response was extracted towards the brand. A lot of parents want their baby to be in the ad of J&J, which shows how connected they are to the brand. MEANING- The tagline No More Tearstells crisply about the innovation (1st baby liquid bath wash for babies) and reliability (Protects baby skin from friction - skincare wipes,Clinically Proven mild-moisturizing soap) of the product and living up to the expectations. IDENTIFY- A baby care product, which is extensively soft and gives protection to the tender skin and most importantly, babies loves it. J&J We Touch the lives of over a billion people every day, throughout the world BRAND RESONANCE MODEL

Brand Salience: How often and how easily customers think of the brand under various purchase or consumption situations? For mothers of newborn babies, who are the primary customers of the baby care products; J&J baby products hold the top of the mind recall and also confidence about the quality of their products. J&J offers an entire range of products that cover all aspects of baby care, right from baby powder, baby oil, milk lotion, baby shampoo, baby cream etc, thus pretty much acting as a one stop shop for all their requirements. Performance: How well the product meets customers functional needs? In the consumer category including baby care and women care J&J has maintained its consistent performance and always strived to meet and exceed customers expectations with its quality products. All of their products are clinically proven for their mildness, hypoallergenic qualities and effective formulas, which appeal to adults and mothers of new-born babies alike. Johnson & Johnson RED CROSS Brand Products offer superior performance versus competitive products and offer unique characteristics and benefits to patients. Imagery: J&J through its various global brand equity campaigns like For All You Love, has established itself as a brand that inspires and empowers caring. Almost all ads portray the love and affection in the mother child relationship and thus inspire every mother to provide her the best care for her child through Johnsons products. Feelings: Through its imagery that inspires caring and advertisements that portray the love and affection in a mother-child relationship, J&J evokes feelings of: Warmth: Evokes feelings of warmth towards the tender mother-child relationships, through its ad campaigns such as Having a Baby Changes Everything. Security: The No More Tears claim that comes with the Johnsons Baby Shampoos evoke security a mother is assured that her child will not feel pain or discomfort using J&J products. The campaign, Fragile Handle with Johnsons, actually positioned Johnsons Baby as the care-taker of babies, and ensuring that they are safe and mild to use. Fun: While Johnsons Baby ads focus on the mother-child relationship for the most part, they also feature ads where babies are simply having fun and Johnson Baby products appear in the background, which evoke feelings of fun and excitement.

Brand Elements:
1. Memorable: J and J logo is the Brand name itself, but its design and the colour schematics used are unique and catchy enough to make a clear brand at first sight. The Blue, white and red colors used for logo instantly conveys the consumer about the brands medical/medicinal value/use. 2. Meaningful: The Blue, white and red colors used for logo and packaging instantly conveys the consumer about the brands medical/medicinal value/use. Johnson & Johnson has an entire line of baby care products under the brand 'Johnson's Baby' which includes baby powder, baby oil, milk lotion, baby shampoo, baby cream etc. Tag lines like 'No more tears' is also suggestive of its product quality which ensures that the baby shampoo contains low pH levels, which prevents eye irritation in babies. Stayfree for women is another good example of choosing meaningful product names, which conveys the products benefits crisply. 3. Likable: All the JNJ's products are produced and packaged with keeping in mind their effectiveness and appeal to children who are their consumers. Therefore we find that the packaging conveys focus on hygine and tenderness of the product. JnJ uses mild colours like pink, light green, light blue to communicates that the basic attribute of the brand is mildness and softness. 4. Transferable: JnJ established itself in the market with the baby care products like Johnson baby powder, Johnson baby cream, Johnson baby shampoo etc and soon became market leader in this segment. Later on they introduced new innovative products in baby care segment like baby washcloths, Johnsons cotton swabs, Johnsons baby cologne, Johnsons baby skincare wipes etc. JnJ products are perceived by the consumers as something which is tender, soft and care for your babies. JnJ leveraged on this and introduced Johnson's Nursing pads targeting the nursing mothers. 5. Adaptable - How adaptable and updateable is the brand element? JnJ came up with different variations in their product which are quite successful in the market. They introduced natural product line which are 98% natural for products like body lotion, body wash, baby shampoo. In the shampoo line they have augmented product like Johnsons buddies No More Tangles Detangler, Johnsons No More Tangles conditioner etc. 6. Protectable - How legally protectable is the brand element? How competitively protectable? JnJ has become synonymous to the baby care products. Parents want their babies to be known as JnJ baby by campaigning for the JnJ products. It surely has a competitive advantage in the baby care segment. Wipro Lightening and Consumer Care introduce its product in baby skin care category under brand name Wipro Soft but the market is still dominated by JnJ and it enjoys a very large share.