Name : Ameer Anwer

Std ID : 21320

SECOND HOURLY - BRAND MANAGEMENT

“BRAND IDENTITY PRISM - LIFEBUOY”
CREATE A BRAND IDENTITY PRISM FOR LIFEBUOY SOAP. EXPLAINING EACH PARAMETERS OF THE
PRISM IN DETAIL. ALSO, IF ‘YOU THINK’ ANY OF ITS PARAMETER HAVE CHANGED DUE TO
CURRENT CAMPAIGN.

Physique: Strong / Red color

Personality: Ambitious / Dominant

Relationship: Trust / Family Care

Culture: Fighting against germs

Self-Image: Superfast Handwash

Reflection: Hygiene / Protection

• PHYSIQUE: (Strong / Red color)

The shape of Lifebuoy is less curved compared to the other Germ Killing soaps
like Dettol and Safeguard. Hence, the Lifebuoy soap have relatively edgy shape
and a wider body, which reflects itself as stronger antibacterial (Germ Killer).
Besides, the Red & White color of the Lifebuoy soap & logo gives a strong
picture of the product – fighting against germs.
 I think the current campaign had no certain effect on the physique of the
Lifebuoy.

• PERSONALITY: (Ambitious / Dominant)

Lifebuoy built-up its personality as ambitious & powerful strong soap, which
has ability to fight against the germs and protect the individual’s health.
Lifebuoy is a unique antibacterial soap which is instant and dominant over
the germs. Its capability is superfast and aggressive reaction against the
germs.
I think that the current campaign of Lifebuoy has again displayed its
aggressiveness nature to fight the Corona Virus, by showing the first unity
move for fighting the cause.

• RELATIONSHIP: (Trust / Family Care)

Lifebuoy soap is a germ fighting shield that should be used at least five time a
day. The antibacterial soap is trusted for protecting the body against the
germs, and ensure that the germs with harmful disease are killed or removed
for the body, hence providing family care and protection for everyone.
I think that the current campaign of Lifebuoy during the Corona Virus
outbreak “to use any kind of soap available to fight the virus and keep
washing your hands” has further established a better connection within the
mindset of the customer. That Lifebuoy really thinks about the people, and
howsoever it wants to stop the Corona disease spreading.

• CULTURE: (Fighting against germs)

The culture of Lifebuoy is deeply-rooted around the perception of fighting
against the germs and protection of the body. The foremost priority of the
Lifebuoy’s core value is to ensure healthiness of humans and disinfection of
the germs.
 I think the current campaign of Lifebuoy has further supported the general
idea and culture of Lifebuoy – that is eliminating the germs is top priority.

• SELF-IMAGE: Superfast Hand wash

The Lifebuoy soaps reflect that the soap / hand wash is relatively faster for
fighting against the germs that we get from touching things / playing /
socializing, and it is effective at the same time. Hence, the use of Lifebuoy will
decrease the spread of the disease effectively.
I think currently Lifebuoy is trying to portrait that unity between the soaps
can help in fighting against the virus. On the other hand, in my opinion
Lifebuoy specifically mentioned the name of Dettol, Safeguard, and Lux. By
doing so, Lifebuoy is trying to gain the same position as of Dettol, Safeguard,
and Lux which are perceived to be better products. Although, Lux is not an
antibacterial soap but a beauty soap, it is perceived to be a better positioned
in its own segment. Lifebuoy specifically mentioned the fast moving better
soaps and tried to position itself upwards.

• REFLECTION: (Hygiene / Protection)

The Lifebuoy soap is the hygiene soap mainly used for toilet and hand wash
purpose for killing the germs. When it comes to germ killing, the Lifebuoy
soap is similar to the other antibacterial soaps. However, the competitor
brand Dettol has positioned itself better for germ protection.
I think that the current campaign of Lifebuoy demonstrates basic ethical
values of Lifebuoy, that is hygiene and protection of oneself is at most
important during this out break. And that Lifebuoy’s key purpose is to fight
the virus and it has ability to fight the virus by dual means - by Killing Germs
itself and uniting with the competitors to fight the virus.