Brand Elements: Soap Category

Group 6
Kaushalender Varma(024) Rahul Sardar (035) Bontada Rahul(064)
Sumana Priya (041) Pranal Sontakke( 044) Mayank Mishra(079)
 Dove Soap - Rahul Sardar (035)
Brand elements of “Dove”:
• Brand Name: Dove is a name of a bird, which is often
mentioned as the emblem of purity. It comes under the
Arbitrary name because it is name of bird. The dove
universally symbolizes innocence, gentleness, faith,
peace & constancy.
• Brand Logo :
• Characters: Dove Co. decided to use real woman. They
used normal people in there advertise describing about
their experience with the soap.
• Taglines: ¼ moisturizing milk, Better then Soap, 7 day
face test to feel the difference, “Chubby Cheeks, Dimple
Chin, Rosy lips, teeth within, Curly hair, Very Fair, Eyes
are blue, lovely too”.
• Packaging: The Dove soap packaging has yellow image
of a dove and a wordmark written in the company’s
custom typeface. The wordmark comes in Dark Blue to
symbolize excellence determination & high quality.
Strategies of Choosing Brand Elements:
• Memorability: Dove can be easily recognized by its ad’s
tagline like ¼ moisturizing milk, Beauty bar & its white
color soap.
• Meaningfulness: It is descriptive type of element. It specify
in every Soap as a Beauty bar Soap under its Logo.
• Likeability: Dove’s signature element is ¼ moisturizing
milk and its color and it is very likeable for customer and
this trick is till now used in every ad’s.
• Transferability: Dove can extent its geographic boundaries
as it’s name can be used in every countries. It can extend
its product line as it recall it’s brand name like: Dove
Shampoo, Dove Lotion, Dove Baby soap & Dove
moisturizing cream.
• Adaptability: Dove logo has been changed from years to
years. Its advertising models, campaigns have been
changed.
• Protectability: Dove has patented its ¼ moisturizing milk
that no other soap company can use in it soap. It has
copyright of its Logo.
 Pranal Sontakke( 044)
Brand Name: The company began selling what they first named Taglines: Not Just Soap

Lux
"Sunlight Flakes" in England in 1899, though the name was changed Its Skin Care; ab
to "Lux" in 1900. As a trade name, Lux had multiple advantages. The khubsuriti se darr

Soap
name is short and easy to remember; in Latin it means "light" (and so kaisa; Lux brings out
is related to Sunlight); and by association it suggests luxury the star in you.

Characters: From the

Packaging: The Lux Memorability: Lux has Meaningfulness: start, Lux has been among
soap packaging has marketed their soaps Lux wants to the first to use Hollywood
LUX printed in golden with an attribute transform daily
color. The packaging which is fragrance. Lux shower into an
stars in advertising. Since
color depends on the has been working with indulgent one that 1925, Lux have been
type of soap. Ex: If the the world’s best will make embraced by iconic stars,
color of soap is white perfumers to create customers feel and by all women who
then the packaging is fine fragrance skin special every day.
also white. treats. take strides forward while
embracing their
femininity.
Likeability: Lux signature element is its wide range of
fragrance soaps and its color and it is very likeable for
Transferability: Lux can extent its
customer and this trick is till now used in every ad’s.
geographic boundaries, its major
markets are India, Brazil, Thailand
Adaptability: Lux has kept its logo similar since long
and South Africa. It has expanded
time and its use of top actresses have helped it carve a
its portfolio by introducing shower
strong a brand statement for itself.
gels and shampoos
 Brand Names and URLs
Memorability A combination of synthetic and Phenol, Godrej decided Brand recognition and awareness are
to tweak the first letter from S of synthetic to C, which significantly high due to many celebrities
made it a gentler brand name, giving a hint of functional endorsing the brand
benefits.
Cinthol has used some of the top stars in the
advertisements apart from the common models. Shah
Rukh Khan, Jon Abraham, Hrithik Roshan, Imran Khan
and Arvind Swami 
Meaningfulness High Quality product made of vegetable oil Crucial POD.
The benefits of germicidal protection with odour
resistance attributes are communicated
Likability Depicting optimism to enjoy the opportunity of being
alive, experiencing little moments of refreshments
Transferability Cinthol as a brand adds brand equity to new / already
existing products including shower gels, styling, hair
care, deodorants and other personal care products
across geographical boundaries and market segments.
Shift from masculine image to feminine
Adaptability Possible with the strong brand positioning of Cinthol
Protectability Based on Godrej Consumer Products Limited,
the CINTHOL trademark is used in the following
business: Toilet soaps, cleaning preparations for
personal use, bleaching preparation and other
substances for laundry use, cleaning, polishing,
scouring and abrasive preparations; perfumery,
essential oils, 
Logos and Symbols
Establishes a strong brand personality of
Freshness, Good Smell, Clean, Hygienic and
attractive
Provides visual appeal of Cinthol campaign
which reflects upon its philosophy about giving
today’s youth incredible experiences that
makes life worthwhile. And every Cinthol
product is one such experience in itself.  youth and family segments
Very high as the brand has successfully
launched many product extensions under
the name of Cinthol
Its being redesigned as per the
adaptations and introductions
High protectability factor with the help of
Intellectual property right™ of Cinthol
Characters
It maintains its philosophy of
making the consumers enjoy
living worthwhile.  the segments of its market as soap
To establish itself as a brand that Celebrates the feeling of being alive
brings hygiene with freshness
The brand successfully
reinvented itself again to remain
relevant in the minds and hearts
of the consumer both in the
Limited to the product
category, not universal
New attributes are being
showcased to each new
product
And it is applicable
throughout boundaries
Slogans and Jingles
With the market slogan of ‘Alive is
Awesome’, Cinthol is targeting all
division is widely used in India.
Extremely popular among ‘Youthful
explorer’, which is irrespective of
age and background. With young
generation has great aspiration for
this kind of life.
Changes with respect to the
product under discussion, eg,
Cinthol confidence and
Confidence plus
Can be modified and redefined
Although modified in relevance
to the geography, the brand
name is protected under law
Sumana Priya (041)
Packaging and Signages
The signature Red pack of cinthol
Original, which indicated trust, health
and quality
It’s clean and bold and aesthetic, and
not like any normal soap brands that
have swirls and curves on them
The original Cinthol soap of red pack
has perennially been a favourite to a
significant number of consumers
Can be transferred extensively under
the protected brand name
Can be modified and redefined
Packaging and colour choices are
redesigned periodically whenever a
new variant or product is brought into
the market
 Mayank Mishra(079)

Brand Name: Life buoy means life preserver such as buoyant ring or jacket.
Lifebuoy introduced in 1895 initially positioned itself similar to lifesaver.

Brand color: The soap was brick-red colored bar, but recently more variants were
launched but most of the people still associated with red colored bar which
symbolizes heritage, strength and trust.

Brand Logo: Till 2002, the soap’s logo was displayed as

Brand Tagline, Jingle/Slogan: Lifebuoy has tagline in India as
simply lifebuoy on the soap pack, after its repositioning the
Healthy hoga Hindustan, positioning itself as health
name was made slimmer and italicized to provide a
protection soap. It has a very famous Jingle as well:
modern look. Post 2004, the name lifebuoy was in italics
“Tandrusti ki Raksha karta hai Lifebuoy, Lifebuoy hai jahan
and encapsulated within a “+” sign to emphasize total
tandrusti hai wahan” and promised health and hygiene to
protection. The”+” sign conveys good health and connotes
consumers.
within the medical usage.

Some Recent Brand Development: It has positioned itself as “fast soap” through
advertisements like “Bunty tera Sabun slow hai kya?”
Dettol Soap
Kaushalender Varma(024)

• Brand name – The name Dettol is gold standard for protection from illnesses and infections. Reckitt Benckiser (RB) decided to market it in the 1930s with the forbidding
name because it was short for parachlorometaxylenol, the aromatic compound that gives Dettol its germ-fighting ability.
• Brand logo – The logo visually proves that RB’s claim that the antiseptic preparation of Dettol kills 99.99% of bacteria's, without leaving them a slightest chance. Therefore,
the designers chose a pointed sword as their brand logo.
• Characters – Dettol has historically advertised its soap by highlighting the relationship between a mother and her children, and how she ensures that she keeps them safe
from infections and diseases by making them use Dettol to wash their hands daily.
• Taglines – Be 100% sure, Trusted protection.
• Packaging – The packaging of Dettol soap consists of light, therapeutic and visually-appealing colours. It delineates RB’s claim of killing 99.99% of all infection causing germs,
and also of trusted protection from body odour. A long, thin rapier, consisting its brand logo, enforces this fact effectively.

Strategies –
• Memorability – Dettol soaps can easily be recalled, owing to their claim of protection from maximum germs. Be 100% Sure is a very unique and audacious claim, which
enhances Dettol’s brand recall and memorability.
• Meaningfulness – The brand also carries the image of skincare and coolness, apart from its historical protection one. It signifies Dettol’s insistence on not only destroying
disease causing bacteria, but also on beauty enhancement, though to a comparably lesser extent.
• Likeability – Dettol was earlier associated with harshness, though it has gradually transformed its image into gentleness and skincare as well. It has improved Dettol’s
likeability to a very large extent.
• Transferability – The brand Dettol is transferable to a little extent only. It can not expect to be transferred into product lines like shampoo’s, conditioner’s, moisturizers etc. It
can be attributed to its historical association with harshness on skin, while simultaneously killing germs. Though as mentioned above, RB has been successful in slowly
transforming that association towards gentleness.
• Protectability – The brand is very effectively protected, and none can claim what it does, i.e. killing 99.99% of all disease causing germs and bacteria’s. This has created a very
unique image of Dettol’s in the consumers mind, and they associate it with cleanliness and protection almost instantaneously.
 Santoor
Brand elements of “Santoor”:
• Brand Name: The Wipro Consumer care began selling what
they named “Santoor" in India in 1985, As a trade name,
Santoor had multiple advantages. The name is easy to
remember; in Indian culture it constitutes Sandalwood and
Turmeric; and by association it suggests natural beauty.
• Characters: From the start,Santoor has been among the first to
use mothers & daughter duos stars in advertising. Santoor have
been embraced by iconic stars, and by all women who take
strides forward while embracing their femininity and family.
• Taglines: Get Youth Radiance
• Packaging: The Santoor soap packaging has label printed in
Bold letters. The packaging color is texture of sandalwood and
turmeric. Also the imagery is consistent across product lines.
Bontada Rahul(064)
Strategies of Choosing Brand Elements:
• Memorability: Santoor has marketed their soaps with an attribute
which is Youthful radiance. Santoor has been working with the
world’s best organic ingredients to create fine fragrance and
refreshing younger skin treats.
• Meaningfulness: Santoor wants to focus on family and cleanliness
and a spirit of women empowerment.
• Likeability: Santoor signature element is its wide range of
fragrance soaps, and other body care products.
• Transferability: Santoor can extent its geographic boundaries, its
major markets are India and sub-continent. It has expanded its
portfolio by introducing body care products.
• Adaptability: Santoor has kept its logo similar since long time and
its use of actors as sidekicks in their ads have helped it carve a
strong a brand statement for itself.