Scribd Logo
Upload

Welcome to Scribd!

  • Colgate Palmolive Branding

    Uploaded by

    Jagpreet Kohli
    2K views7 pages
    This document discusses the brand proposition, architecture, and equity of Colgate-Palmolive (India) Ltd. It outlines that the brand aims to be economical and functional. It then details the house of brands as Colgate-Palmolive with product brands of Colgate and Palmolive across oral care, personal care, and professional oral care categories. Finally, it analyzes the brand using Kapferer's model of brand identity and Keller's brand equity pyramid to position Colgate as a trusted brand that consumers are loyal to for consistent quality oral care products.

    Original Description:

    colgate branding brand architecture, kellers model,kepferer model, brand personality

    Original Title

    Colgate palmolive branding

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document discusses the brand proposition, architecture, and equity of Colgate-Palmolive (India) Ltd. It outlines that the brand aims to be economical and functional. It then details the house of brands as Colgate-Palmolive with product brands of Colgate and Palmolive across oral care, personal care, and professional oral care categories. Finally, it analyzes the brand using Kapferer's model of brand identity and Keller's brand equity pyramid to position Colgate as a trusted brand that consumers are loyal to for consistent quality oral care products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    2K views7 pages

    Colgate Palmolive Branding

    Uploaded by

    Jagpreet Kohli
    This document discusses the brand proposition, architecture, and equity of Colgate-Palmolive (India) Ltd. It outlines that the brand aims to be economical and functional. It then details the house of brands as Colgate-Palmolive with product brands of Colgate and Palmolive across oral care, personal care, and professional oral care categories. Finally, it analyzes the brand using Kapferer's model of brand identity and Keller's brand equity pyramid to position Colgate as a trusted brand that consumers are loyal to for consistent quality oral care products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 7

    COLGATEPALMOLIVE (INDIA) LTD.

    BRAND PROPOSITION

    ECONOMICAL

    FUNCTIONAL

    BRAND PERSONALITY
    IDENTITY IMAGE PERCEPTION POSITION

    BRAND ACHITECTURE
    HOUSE OF BRAND: Colgate-Palmolive PRODUCT BRAND: Colgate, Palmolive

    BRAND ACHITECTURE

    ORAL CARE Colgate Max Fresh Colgate Active Salt Colgate Sensitive Colgate 360 Toothbrush Colgate Zigzag Toothbrush

    SUB BRANDS
    PERSONAL CARE Palmolive Aroma Body wash Relaxing

    Palmolive Naturals Liquid Hand Wash Family Health


    Palmolive Shampoo

    PROFESSIONAL ORAL CARE Axion Dish Washing Paste Colgate PerioGard Colgate Gel Kam Colgate Phos Flur Colgate Interdental Brush

    HOME CARE

    KAPFERERS MODEL
    Physique
    Red & White Box

    Personality Consistent, Caring Culture Heritage, Traditional

    Relationship
    Non Risk Taker, Impulsive Buyer

    Reflection Nice Teeth

    Self-image
    Safe Oral Care, Bright Teeth

    Kellers Brand Equity Pyramid High Loyalty, Strong Affection,


    Attachment High Value, Whiter Teeth, Familiar Taste
    Consistent Quality, Trusted, Easily Available High Recall, Assured Performance, Dentist recommended

    Reminds us of our roots, Tried & Tested Choice


    Value for Money, Top of the Mind Recall

    You might also like