Sunday, November 15, 2015

Johnson's Baby Equity

           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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