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Take Away from the class

Super brand

Brand Equity Name

Color

Logo Slogan

Eperience!"ser#

Brand $ersonality% $hysicality

Brand Character% $erception and $hysicality

Brand Charisma% &eta $hysicality

Brand Chemistry $% $erceptual Brand Chemistry

'% 'isual Brand Chemistry

(% (nducti)e Brand Chemistry

Super

Brand

Brand

Quasi Brand

Commodity

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Branding

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*o)e+ E)olution of a Brand

*o)e rather than portraying as a soap it showed itself as abeauty bar with focus on purity, moisture, cleanliness, naturalbeauty- The shape of *o)e did not resemble as a ordinary soapbar, it described itself as being di.erent, modern and cur)ed to /tin hand- Ad)ertised it is a re)olutionary product and much better

for the skin- The tag line of the commercial was 0creams whileyou wash1- The brand changed completely in 2334-

They focused on their core customer i-e- the women andlaunched a new 0campaign for real beauty1 -The campaign usesuncon)entional women of all shapes, si5es, race and ages to

celebrate the real beauty- &ost women are a.ected by issue thatdo)e address are so relatable- Self%esteem is a topic often ignoredbut do)e tackles this issue head on with strong emotional appeal-*o)es ad)ertising targeted at women had been etremelyfocused on its e.ort, thus creating its brand )alue-