A brand is the identity of a specific product, service, or business. A brand can take many forms, Including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot Iron stamp. A legally protected brand name Is called a trademark. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service.
Always is a brand of feminine hygiene products, including maxi pads, panniers, and Minnie wipes, produced by Procter & Gamble. It was released In 1983. Always Is sold under the name Whisper In Japan, Singapore, India, China, South Korea, Philippines, Pakistan, Thailand and Indonesia. Problem In the case, Proctor and Gamble was thinking of a name change from Always to Whisper and what strategies should the company use for the name change. Alternatives/Analysis P wanted the advantage of securing media attention that would lead to increased market share.
Their strategy was to either introduce the name change swiftly or slowly (phased in for different items at different times).
If you ask me, I would go for option number two which Is to Introduce Whisper slowly but surely. I am afraid that If P Introduces Whisper swiftly that the risk would outweigh the benefit. This Is because I believe some customers wont understand or accept name change. This is very common to the older bracket of women. Old women who aren’t open-minded will have a negative connotation and might switch to competitor products since the brand they depend on does not exist anymore.
Name change is a very tricky subject. And even though I know P&G’s target market are the young girls aged 15 and up, the older and close-minded women are still a cause for concern. Enter option number two which name change would be phased in for different items at different times. The case gave us an example that Whisper could be introduced first for regular Maxi pads, then for super thin pads, later for panniers. The kicker here is that sales could be monitored to examine consumer acceptance of the name change.
If sales don’t rise up to expectations, P&G can abort the mission and stick upside, minimal risk, and with a lot of potential.
Option number two determines the proper competitive frame of reference, which is to understand consumer behavior and the considerations consumers use in making brand choices. The beauty of this strategy is that consumers will accept the name slowly and in the end might love it even more. Decision If done right name change can be a huge success.
Intensive media advertising, promotions, events, the whole shenanigans will help build up the name. We all know that brand names offer a number of benefits to customers and firms.
Brands are valuable intangible assets that need to be managed carefully. The key to branding is that consumers perceive differences among brands in a product category. P&G clearly knows what it is doing because since its introduction in 1984, Always/Whisper as made a woman’s period a more positive, happier experience.
Thus, it became the world’s leader in feminine protection, and is dedicated to helping women embrace womanhood positively?from the very beginning of puberty through their adult lives. Evaluation “The sweetest word in the brand universe is your brand’s name. ” This obvious quote is from Bill Schlep & Carl Nichols, Jar.
Your name is the first and most powerful part of your brand. A great name can help you stand out in a crowded market. It can position you as a leader, convey your culture, even explain what you do in a word or two. Changing a brand name is a big undertaking.
As with any business decision, it’s important to weigh the costs and benefits.
Break down the costs into hard materials and the time and effort to replace them. These can run anywhere from hundred of thousands to millions of pesos, depending on the company size. As for me, I believe in the saying “If it anti broke, don’t fix it”.