Brand Association

Dettol vs. Lifebuoy

Dettol has successfully positioned itself as an "antiseptic," which protects and safeguards people
from germs and bacteria. The core brand positioning of Dettol has always focused on protection
from germs. In contrast, Lifebuoy is one of the world's strongest hygiene soap brands. It has
positioned itself in the market by making a difference by creating quality, affordable products,
and promoting healthy hygiene habits. The following are the associations that create
differentiation for each brand.

Name: The brand has been known since 1932, and since then, it has become the strongest
antiseptic and germ protectant product. The Dettol soap has now become the household name in
Pakistan, whereas Lifebuoy is a soap brand which is a product of Unilever is known in around 60
countries of the world. The product has been in the market for more than 110 years and has
associated its name with the idea of hygiene and health.

Logo: Dettol soap's logo is made up of the see-through bubble with the brand name inside it,
consisting of a sword that runs straight down the center of the bubble. It is made up of three
colors that are green, blue, and white. The white sword in the center of the bubble
is the symbol of fighting germs and infection. The sparkle on the sword's tip
represents the cleanliness or newness that will come after using Dettol. According
to the research, 93% of the people can recognize the brand just by the green circle
and the white sword because it has become a household name in Pakistan.

On the other hand, Lifebuoy associates itself through its attractive logo, which is made up of the
red circle with the plus sign in the middle with the brand name in it. The
vibrant color of the logo itself creates an association. Its logo can recognize
the brand. The ring around the plus sign means the protection from germs
and infections.

Verbal and visual identity: "Dettol Dettol Ho" is the latest jingle of the brand, which has
captured the interest of the children and the older generation. During this COVID pandemic,
Dettol launched the TikTok hand-wash challenge, which received 9billion views in one day.
Creating an association with the jingle spreads the brand's message that Dettol wants its
consumers and potential consumers to know that Dettol is the #1
germ protection product for them. Dettol's slogan or tagline is "100
%", which makes people know that when they wash their hands with
Dettol soap, they can be 100% sure of getting germs protection.
Approximately 77% of people can associate with this tagline. The association that the slogan
created gives out the message that Dettol wants its consumers to feel safe
and secure about their families' well-being.

On the other hand, the verbal identity that Lifebuoy has created for its
audience is through the slogans and taglines. The latest tagline that has
captured the audience's interest is "hathon ki hifazat, Pakistan ki hifazat."
Lifebuoy has associated itself more with the slogans and taglines rather than
the jingles.

Benefits: Dettol associates itself with providing benefit through disinfecting germs on the skin,
help to protect skin from infection, scratches, and insect bites. In comparison, the benefits
associated with the Lifebuoy are care, superior protection, and a fresh and uplifting feel.

Attributes: the attributes that are associated with the Dettol soap are safe, affordable, hygienic,
reliable, trust, and healthy family, on the other hand, the attribute that is associated with the
Lifebuoy are hygienic protection, healthy washing, affordability, product shape, which make the
soap bar easy to grip and use, and safety

Personality: the association that Dettol soap has created through its tone of voice is that Dettol's
personality is caring, protective, clinical, affordable, and reflects that all things safe and honest.
Dettol has created its personality by using different phrases, adjectives, symbols, jingles, etc. In
comparison, Lifebuoy has created personality by leveraging through worldwide activities.
Campaigns like helping hands, Lifebuoy saves life associated with the brand. The brand's
association through its voice of tone is that Lifebuoy protects and supports life through
unbeatable protection. Lifebuoy has always associated its personality by launching campaigns.
For example, Pakistan's people can associate the brand personality through the campaign "din
mei 5 baar".