Scribd
Upload
114 views32 pages

Brand Equity of Dettol Brand Equity of Dettol: Rohit Chugh Kankesh Sanjeev Chanika Nagaraj

Dettol is a well-known antiseptic brand with high brand awareness and loyalty in India. The document discusses Dettol's brand equity using Aaker's and Keller's frameworks. Qualitative research with consumers found that Dettol is strongly associated with hygiene and health protection. Brand tracking shows high customer satisfaction with Dettol's performance. A brand audit of Dettol identified sources of its equity such as trustworthiness, effectiveness, and long history. The document concludes with recommendations for maintaining Dettol's positive brand equity.

Uploaded by

rohitchugh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
114 views32 pages

Brand Equity of Dettol Brand Equity of Dettol: Rohit Chugh Kankesh Sanjeev Chanika Nagaraj

Dettol is a well-known antiseptic brand with high brand awareness and loyalty in India. The document discusses Dettol's brand equity using Aaker's and Keller's frameworks. Qualitative research with consumers found that Dettol is strongly associated with hygiene and health protection. Brand tracking shows high customer satisfaction with Dettol's performance. A brand audit of Dettol identified sources of its equity such as trustworthiness, effectiveness, and long history. The document concludes with recommendations for maintaining Dettol's positive brand equity.

Uploaded by

rohitchugh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 32

Brand Equity of Dettol

Group 2
ROHIT CHUGH
KANKESH
SANJEEV
CHANIKA
NAGARAJ
About Dettol
Market Share
What is brand equity?
Set of assets & liabilities linked to a brand, its name & symbol, that add to or
subtract from the value provided by a product or service to a firm and/or to that
firm’s customers.
Why Measure Brand Equity?
How to Measure Brand Equity?

Aeker’s Model has been used as the basis for


identifying relevant dimensions
Keller’s Brand Equity Framework:
Sources of Brand Equity

Building Blocks

Relevance
Believability

Personal
relevance
(Familiarity)
Points of parity
Points of difference
Qualitative Techniques
Free Association: Involves free association tasks whereby subjects
are asked what comes to mind when they think of the brand without
any more specific probe or cue.
Brand Recall

Strong Brand Recall


Brand Associations
Q : What words do you associate with ' Dettol'? 

•Dettol is largely
perceived as an
antiseptic brand.
•Used for hygiene and
health of the entire
family
Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are
unwilling or otherwise unable to express themselves on these matters.

Q: How would you


personify Dettol?
(Brand Personification)
Interpretation

•
Assessing Brand Awareness
Q: Which of the following categories do you think Dettol is in?

R
• Consumers are not e
s
aware of Shaving p
o
Cream and Body Wash n
d
• High awareness of e
n
Antiseptic Liquid, t
s
Hand Wash, and Soap
Dettol Products

Total responses: 68
Assessing Brand Loyalty
Q: How often do you buy a Dettol Product?

– Majority of Customers buy once a month:


– Repeat customers.

Q: Since what age do you remember using Dettol's products?

– More than 90% users have been using Dettol


since childhood(5- 7 yrs)
Perceived Quality
Q. What do you think are the positive attributes of the Brand Dettol?

• Brand Dettol scores high on:


– Trustworthiness of its products
– Faith the brand has won,
– Affordable price,
– Existence for so many years,
– Effectiveness as antiseptic
Survey Result and Interpretation
Rate your level of satisfaction regarding the performance of Dettol products.
– 94% respondents found Dettol’s performance to be either excellent
or Very good

Under which situations do you feel the most need to use Dettol's Products?

Most people use it when


injured or wounded
Brand Association
– 90% respondents recalled the name of Dettol when they were asked
to find an alternative for the word “Antiseptic”
Components of Brand Equity
Measurement System
Brand Audit
• A brand audit is a comprehensive examination
of a brand.
• Involves a series of procedures to assess the
health of the brand, uncover sources of brand
equity, and suggest ways to improve and
leverage its equity.
• Requires understanding sources of brand
equity from the perspective of both the firm
and the consumer.
Steps of Brand Audit
Steps of Brand Audit (contd..)
Brand Tracking
• Involve information collected from consumers on a routine
basis over time.
• Employ quantitative measures to provide marketers with
current information on how their brands and marketing
programs are performing- on a number of key dimensions
identified by the brand audit.
• Meant to understand where, how much and in what ways
brand value is being created.

Brand Equity Management Systems: Defined as a set of


organizational processes designed to improve the
understanding and use of the brand equity concept within a
firm.
Retailer Survey
• 7 Retailers
• Juhu, Vile parle Area
• Open Ended Questions
Q. Which products are demanded by the customer
under the brand name Dettol
Q. Who gives the best support in respect of
advertisements and consumer awareness campaigns
while promoting their brand?
Q. Retailer’s perception and behaviour of his
customers to him.
The Brand Multiple
Calculating Brand Multiple
Benefits derived from Brand Equity
Factors contributing to Negative Brand Equity
Conclusion & Recommendations
THANK YOU..!!

If you are still not 100% Sure…


Please shoot your questions….

You might also like