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PARTH SHAH
NILAY THAKKAR
Introduction
Key factors in the brands rise among the elite science companies in the world Strong corporate brand and ingredient brand Revitalization from Better things for better living to Miracles of Science How this revitalization will affect the corporate brand image?
Company Background
Founded in Delaware, 1802 by E.I. du Pont de Nemours Started with gunpowders and later became a leader in chemical industry Acquisition of smaller companies and establishment of research lab
DuPont At a Glance
Established 1802 More than 2000 trademark and brands. Successful Global brand Versatile product and industry
Newspaper advertisements
No aggressive marketing Logo creation Creation of advertising department which developed various ads
Ingredient Branding
Advantages
Consumers started buying products based on the components An ingredient with multiple uses could be marketed as a component in more than one product
Disadvantage
Difficult to distinguish between diverse markets
Ingredient Marketing
Teflon Stainmaster Lycra
Kevlar
Branding Strategies
Two initiatives
Develop new uses for core brands Foster relations with partners
Revitalization of DuPont
More emphasis on biological sciences because of less consumer awareness New tagline Miracles of Science Entering and exiting from Pharma sector Shifting away from biological research and movement towards chemicals used in electronic devices Focus on only core business
Revitalization of DuPont
Five new SBUs of DuPont
Electronic and Communication Performance Materials Coatings and Color Technologies Safety and Protection Agriculture and Nutrition
DuPont Technology
Resonance
High customer loyalty, rated amongst the best brands Warmth ,Self respect , Responsible, Social Approval
Salience
Drawbacks
Difficult with diverse product categories Spill over effect of one product
Ingredient Branding
Benefits
Can be transferred with products Leveraging secondary brand associations
Drawbacks
Susceptible to negative secondary brand associations Loss of control Inconsistency
Miracles of Science
Memorable and inspirational Strong linking to science heritage Conveys the strong investment in research and innovation Supports the ingredient branding of DuPont. Every ingredient is seen a different miracle