Brands are similar to
individuals. They have their very own identity. They can't stay for long in the
psyches of the shoppers without their very own unmistakable identity. For that,
Johnson's Baby's product is unique as it offers different deliverables to the
consumer. While other focus on convenience and price, my product provides
consistent quality and performance. It offers reliability in a market where
that is a premium. The brand offers authenticity by pointing to hard facts in
the advertisements. It also points to its track record that is provable and
which the consumers can ascertain for themselves. The brand is also talkable
because it is one that relates to every person’s day to day life. It is close
to how people live and offers a platform for a shared identity. It is
relatively easy to get the brand’s adverts to go viral as the brand itself is
simple and relatable. While I was reading about the brand
personality, I found something caught my eye about the personality of Johnson's
Baby which is the following: if Johnson & Johnson Baby Care product range
were not a brand but a person in flesh and blood like you and me what kind of
person would Johnson & Johnson Baby Care Product range would be? Young or
old? Male or female? Educated or uneducated? Graduate, postgraduate, or
doctorate? Rich or poor? Urban or rural resident? Tough or gentle? Like in the
case of The Economic Times Exercise, every time these questions were asked in a
brand management workshop, the respondents carved a near unanimous personality
for the Johnson & Johnson Baby Care brand as a caring mother (Subba Rao
Chaganti, 2012).
Johnson's Baby's brand is meaningful in the sense that it touches on the
lives of the consumers. The tagline and logo speak to the consumer and communicate
the relationship between the brand and the consumer’s quality of life. The
brand is different because it is more community based than many. It is wholly
focused on the core consumers, and they contribute towards the brand
development. The brand is salient among the core consumers and less so among
the general consumers. It is a brand with which the consumers interact
frequently, and they tend to talk about it a lot. The brand equity does compare
favorably with Bhargava’s UAT filter.
The product’s value proposition is to provide unrivaled utility to the
consumer. There are many in the market who will provide convenience, but this
brand goes further than that. It, first of all, guarantees high-quality
performance. The consumer gets a product that will serve his or her purpose in
the best way possible. The brand also offers the consumer a completely reliable
product. It is the wish of the firm that no consumer gets to use the generous
warranty. With the brand, one is guaranteed that he or she will not have to
trash the product a few days into ownership. Above all, the brand offers the
promise of a recognized and quality product. The value proposition fits the
brand personality perfectly. The focus is on differentiation.
Overall, the organization’s personality is edgy and more on the side of
perfectionism. One can see the edgy personality in the way that the
organization seeks out innovations and in how it is willing to let the consumer
dictate the brand. It is a tricky and risky strategy, but the organization
believes that it will work out. It is actually working out at this time. The
personality fits with the brand’s mission and goals in that it seeks to stay
ahead through innovation and a focus on the consumer at all times.
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