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