BRAND IMAGE

It is the set of beliefs, ideas and impression that a person holds regarding an object. In other
words, it is the perception of brand in the mind of the consumer based on the interactions and
experience with the brand.

Companies intend to build a strong brand image to gain advantages. These advantages include: a)
Increasing profits as consumers get attracted towards a brand with strong brand image b) Retaining
the existing consumers as strong brand image boosts there confidence c) Easiness in introducing
new products under same brand if it has a strong brand image.

BRAND IMAGE
a. Types of brand association:
a. Attributes: The attributes can be product related and non-product related.
i. The non-product related attributes include price, packaging, user and usage
imagery. For Dettol the price of products is considered to be reasonable by
most consumers. Its packaging mainly has the signature Dettol logo with a
TYPES OF BRAND FAVORIABILITY OF STRENGTH OF UNIQUENESS OF
sword and mainly emphasizes on protection from germs. Dettol users are
ASSOCIATION BRAND BRAND BRAND
shown in most of the advertisement using the product for protection from
ASSOCIATION ASSOCIATION ASSOCIATION
germs (User and usage imagery : from cleaning hands to bathing it is shown
being used for protection from germs).
ii. Product related attributes: 1) Dettol have a signature smell that makes the
consumers recognize when Dettol products are used. 2) Dettol liquid which
is predominantly used have a signature amber gold colour 3) The clouding
action of the liquid when put in water is also a product attribute.
b. Favourability of brand association: This is basically what consumers likes and dislikes about
the brand.
a. Favourable
i. The brand has a strong emotional connect with the users, its tagline “Be
100% Sure” makes them feel safe and secure about the wellbeing of their
family especially in mothers evoking positive imageries and emotions in
consumer’s mind. Consumers see Dettol as an ‘expert’, as something which
is effective and versatile and guarantees protection from germs.
ii. Increased public awareness through CSR activities especially in schools, also
how they pick up germs throughout the day and only Dettol soap can give
the required protection every day
iii. Innovation - first player to launch the Pouch refill pack in 2005, small pump
pack in 2007
iv. Long held heritage
b. Unfavourable
 i. The burning sensation/ Strong formulation - Savlon entered the market as
an anti-septic that can cure wounds with less or no burning sensation which
is disliked by skin sensitive consumers and female, however the sensation is
also an important attribute for the brand in anti-septic.
ii. With the growing Popularity of indian brands, Dettol belonging to Reckitt
Benckiser being a UK brand is not favoured
iii. Highly seasonal demand with highest usage seen in peak summer and
monsoon months when consumers felt visibly dirty and hence associated
the period with the presence of germs
c. Strength of brand association: It describes what is the strongest association of consumers
with the brand and what comes to their mind when they think of the brand.
Dettol consumers associate the brand with words such as trust, safety, hygiene, reliability
and health. Dettol is mostly perceived as an antiseptic brand by the consumers. It is
generally considered as providing protection against germs. The consumers always recall
“kills 99.99% germs” when asked about the brand.
d. Uniqueness of brand association : Whats unique with the brand and whats similar with other
brands
a. POD
i. The stinging sensation on open cut and wounds
ii. Clouding effect in water
iii. Packaging, color, smell/aroma and variants
b. POP
i. Hygiene, healthcare and cleanliness
ii. Fairly priced
iii. Ease of convenience – Pump dispensing, Refilling (with varying sizes)