Post on 07-Sep-2014
Brand Strategic Management
for
Salmiza Hussain (CGA100039) Marina Mohamd (CGA1100
Dupont at Glance
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Branding History
200 years of branding experience, demonstrating the interplay between corporate and product branding.
Highlights:
1802 – Borned in explosive industry
1808 – “DuPont” becomes company trade name
1909 – DuPont superbrand born – connects all product
brands to the DuPont name. Oval finds its form.
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Branding History
1934 – 1936 – Shaping image around name/oval increasingly
important– From “Merchants of Death” to “Better Things for Better Living
through chemistry”
– Trademark or generic issues arises - DUPRENE® vs. neoprene, cellophane
1939 – Nylon introduced at World’s Fair, not trademarked
1946-1960 – Post-war boom/burst of product innovation– Antron® nylon, Orlon® acrylic (1948), Dacron® polyester (1950), Nylon
carpet fiber (1957), LYCRA® (1960)
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Branding HistoryLate 1980’s/1990’s
— Term “ingredient branding” in vogue, with DuPont widely
regarded as the pioneer.
– “DuPont should be credited as the first industrial supplier to promote its inputs as recognized brands”
-Journal of Business and Industrial Marketing, 1993
1994 — Brand manager hired for TEFLON®
-Brand licensing starts
1999 — The miracles of science created to reflect shift from chemicals to
science and knowledge-intensive processes.
How DuPont begin and will be….
1802 1830 1850 1900 1925 1945 1990 2000 2050 2090
Viability
Growth
Maturity
Birth
Growth
Maturity
Maturity
ExplosivesChemicals,Energy
Chemistry, Biology... knowledge-intensive solutions
Growth
Birth
Birth
• Operates in ~ 200 countries• Markets ~ 2,000 trademarked products
Dark Image of Dupont
How to make invisible to visible?
How would you characterize DuPont brand equity?
What Factors contribute to the company’s equity?
How can DuPont best preserve that equity?
How would characterize Dupont brand Equity?
• Genuine yet versatile management
• Do what it takes (strong vision)
• High quality to better live
• Each product beyond the functional benefit (added value)
• Agent for better living
• Close to you and life style
• Strong image and reputation
• Trust and reliable
SalienceDiverse presence in market space yet nor
many aware
Diverse presence in market space yet nor
many aware
Reliable, technologically advanced, eco - friendlyReliable, technologically advanced, eco - friendly
Market leader, co-creation , quality,
premium price
Market leader, co-creation , quality,
premium price
Tech savvy, Elite, U.S. culture
Tech savvy, Elite, U.S. culture
Warmth ,Self respect , Responsible, Social
Approval
Warmth ,Self respect , Responsible, Social
Approval
High customer loyalty, rated amongst the best
brands
High customer loyalty, rated amongst the best
brandsResonance
Judgement Feeling
Performance Imagery
Dupont Technology
Q; What factors contribute to the company equity?
The Power: Makes products that go into other products
The Challenge: They are invisible
Some Success story :
1.2000 trademark & brand registered
2. Impact on Staimaster Brand (1986)– Most Largest A&P campaign in carpet industry
history (push & pull strategy) – Gain reputation
Corporate brand definition* Attempt to attached higher credibility to a new product by associating it
with well established company name (Lane Keller)
How they do it?Focus on multidiscipline, team-base approach1. Dupont logo become the primary marketing symbol- A
corporate brand would be attached to each product2. Avoid “merchants of death” image – Promote new-
socially-conscious by emphasize on scientific discovery – Project image as leader in industrial science.
3. Established an Advertising Division 4. Focus on event marketing (favorable public impression)
- weekly radio, sponsoring scientific event
Positioning – Market leader in chemical industry
Direction Mission, Sustainable Growth: Increasing shareholder and societal value while
reducing our environmental footprint.
VisionTo be the world’s most dynamic science company, creating sustainable
solutions essential to a better, safer, healthier life for people everywhere.
Core ValuesSafety, concern and care for people, protection of the environment and
personal and corporate integrity.
Brand MantraEnsuring a sustainable future
Q; How can DuPont best preserve that equity?
•Keep combining corporate & ingredient strategy
•Continuity understanding the dynamics of the market segment value chain
•Clearly identifying as the hero, provider or supporter at every step in the chain
•Maintaining continuity and consistency of face and voice over time
Question to Floor
- Determine