Bushan D. Sudhakar
Branding is considered by many today as central to marketing. It plays various roles. As a mental impression of a product and/or service, it has a key role of being distinctive and providing differential advantage. From a consumer’s perspective, it can facilitate decision making and purchase. Because of the role and importance accorded to branding, two chapters are devoted to this vital marketing activity. This chapter addresses basic concepts and ideas in branding. Chapter 11 provides a more detailed anatomy of branding and the processes involved.
Branding is one of the key issues and biggest challenges in corporate and marketing strategies1 because it creates a “lens through which the consumers view the product and the firm.”2 A product that is not branded is a commodity; while purchasing a commodity, one only considers its physical attributes and benefits. It is basically the added dimensions that make a product different from other products that satisfy similar needs.3 For any consumer, a brand is a product; it identifies the maker or the seller and represents a promise of consistently delivering the features and benefits that consumer’s desire from the brand.4
The American Marketing Association5 defined brand as “a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors.” This definition answers the what, why, and how aspects of a brand. The “what” aspect of a brand is answered by a name, term, sign, symbol, or design, or a combination of them, the “why” aspect is answered in terms of its ability to identify the goods or services or a seller or group of sellers, and the “how” aspect by the way brands differentiate themselves from competitors (Exhibit 1).
Exhibit 1: Displays the Brand Attributes for Measuring the Most Trusted Brands.
• Always maintain a high level of quality
• Is worth the price it commands
• Is a brand I would surely consider if I have to buy the product
• Has been a popular brand for many years
• Has something that no other brand has
• Evokes trust and confidence among its users
• Is a very special brand with unique feelings associated with it.
Moore and Reid6 state that while evidence from early societies proves that logos have been used “for as long as the record allows us to identify them, the use of the term ‘brand’ only appears much later in history.” The term “brand” was extended to “branding” as an act wherein humans were stamped with embers or hot irons (also known as “pyroglyphics”) to identify harlots or wrongdoers, or for the identification of animals. The various characteristics of a brand from the early Bronze Age to the current times are highlighted in Table 1.
Table 1: History and Evolution of Brand Characteristics.
The concept of branding evolved further in the twentieth century and the notion of brand personality gradually came into being. Brand personality is “the set of human characteristics associated with a brand.”7 Brand personality enables consumers to express themselves through a brand. Aaker segregated five different dimensions that people associate with brands — sincerity, excitement, competence, sophistication, and ruggedness. Brand personality is not static, but evolves with customers over time. Thus we see a gradual transition of a brand from the utilitarian perspective where it provided information regarding logistics and origins in order to reduce a sense of risk and uncertainty at the time of purchase — to the addition of complex characteristics like image and brand personality.
Over the years there has occurred a transition from the transactional (information-related) purpose of the brand to the transformational (image-related) purpose, where the brand personality helped in lending an image to carry and communicate meaning that is transactional as well as transformational in character.6
Branding continues to be a strong force in marketing an organization’s products — be it a physical product or a service. A brand is more than a name. It is a relationship based on an assurance, a promise, and trust. Successful brands deliver these timeless values, build on them, and resonate not just with the immediate needs of the consumers, but also with their aspirations.
Branding plays a significant role in signaling certain product characteristics to consumers. It can also reduce risks in product decisions that consumers may perceive when buying and consuming a product.3 These risks include:
• Functional risk: The product does not perform up to expectations
• Physical risk: The product poses a threat to the physical well-being or health of the user or others
• Financial risk: The product is not worth the price paid
• Social risk: The product results in embarrassment from others
• Psychological risk: The product affects the mental well-being of the user
• Time risk: The failure of the product results in an opportunity cost of finding another satisfactory product.
A strong brand is an asset for any organization. Building a strong brand involves efforts to make the product occupy a prominent place in the mind of the target customer. Today, consumers use the web to gain an understanding about products and make informed choices which otherwise would have taken them months. Social networks provide a simple and inexpensive way to make such decisions.8 Examples of strong brands are seen in the following: Coca-Cola has a distinctive shape of the bottle and the script on the can, besides the youthful messages. ITC’s super refined groundnut oil, Crystal, had to be “so clear, so pure” that it had to be practically invisible. The product had to be packed with a clear brand image. Both Amul and Britannia launched sliced cheese but they promoted it differently. Consumers and markets change, so too do brand images. The Dove beauty bar was introduced with an accent on a softer skin because it contained “one quarter cleansing cream.” When sales of cleansing cream products declined, Dove was promoted as “one quarter moisturizing cream.” The brand zoomed past its competitors. Building strong brands can help a business in the following ways:
• Identification: A brand name identifies the maker of the brand and helps in assigning responsibility during the distribution stage whether it be for storing, sorting, selling, or after sales service.4,6
• Information: A brand name helps consumers store information related to the brand. The quality of information stored about a brand is therefore important and guides the behavior of consumers toward a brand.
• Legal protection: Organizations invest a lot of time and money in building a brand, therefore legal ownership and protection help a company protect and enforce its ownership. A brand name uniquely identifies the brand and its unique features and aspects, thereby providing legal protection for the branded product through trademarks, patents, and copyrights.4,9
• Customer communication: The sales force must keep in close contact with the customer base to better understand their needs and ensure that their brands are properly serving the needs.10
• Differential advantage: Branding also helps to differentiate a product from other products in a given category.11
• Unique associations: The mention of a brand name evokes a number of different thoughts and feelings in the minds of consumers. These associations are a result of the different feelings and images a brand creates in the minds of the consumers.12
• Price premium: By building a strong brand and loyal customers, an organization can ask a higher price for its product.4
• Store branding: Owners are learning that store loyalty is a luxury of the past. Now stores must be unique and different from each other to attract and keep customers.
The Indian market saw a deluge of new brands between February 2009 and July 2010; the period witnessed 1500 brand launches. New brands were launched in sectors like telecom, retail, automotive, fast moving consumer goods (FMCG), and apparels. There were approximately three brands being launched per day, but only 5 percent of these survived. Marico suspended the test run of its brand Saffola Zest (in the healthy snack category) due to poor market response.13
There are a number of challenges that brand managers have to overcome to see their product succeed. Brand managers have to understand these challenges well if they are to make effective branding decisions. Some of the key challenges are as follows:
• Intelligent and educated customers: These days customers are well-educated about the brands available in the market and also about what to do and whom to complain to if the brand promise is not met. Internet has brought a wealth of information at the click of a mouse, and these well-informed customers choose intelligently.
• Growth of private labels: With organized retail catching up in India, we now find a number of private brands being sold at Big Bazaar, giving the manufacturer’s brands a run for their money.
• Brand proliferation: There are a number of brands vying for customers’ attention, leading to increased competition and difficulty in differentiation of brands from competitor’s brands. Globalization has led to brands being sold across geographical boundaries and this has further led to brand proliferation.
• Increasing trade power: The power of retailers and wholesalers is increasing and organizations have to engage in a number of below-the-line activities to motivate retailers and wholesalers to sell their brands.
• Media fragmentation and rise of the new media: The growth in the number of television channels, radio channels, and magazines has resulted in the target audience being distributed across these channels. This has added to the woes of the marketers as their advertising budget has to be spread over a number of media outlets, leading to increased costs and uncertainty regarding the attention of the audience.
• Increasing cost of product introduction and support: To rise above the clutter and establish themselves, products need a lot of marketing support initially. Customers have a number of brands to choose from, and to catch their attention is a huge task for marketers.
• Increasing job turnover: A brand is built over time and it requires consistent delivery of the brand promise by a team of dedicated employees. Money has to be spent on training and educating employees about the brand and motivating them to deliver the promise. In such a scenario, job turnover is an issue that needs to be dealt with strategically.
As brands are becoming the most valuable assets in today’s competitive scenario, the three C’s of branding are vital.14 The first “C” is country branding, the second “C” refers to company branding, and the third “C” is customer branding. Branding in practice aims to measure, build, and manage the reputation of brands. Country branding, displaying the symbolic value of products, has led countries to emphasize their distinctive characteristics. Company branding is the company’s identity in the marketplace; therefore how and what a company should communicate about its brands is a constant quest. What can it offer? And for what price? What does your site say about your company? Does it reflect professionalism and clarity, and show them that you respect and care about the customers out there. In consumer branding, the customer relates emotionally to the design and aesthetics of a package and to the perceived realities, it conjures.
The degree to which advertisements have shaped consumer minds and their behaviors is also reflected in contemporary understandings of brands and their positioning. Advertising in India is now at a stage in which companies are trying to define and redefine their brands. While the advertising agencies are involved in the process of sound branding, it is necessary to analyze how effective the sound (jingle) is in television commercials in taking the brand to the customers.15
Therefore, a successful brand identity is one that crystallizes the meaning and enhances the impact of the brand idea.
With markets maturing, brands can overcome challenges in the market by creating strong brand equity and building customer loyalty. It needs to be clarified that brand equity is different from brand loyalty. One of the characteristics of firms that possess strong brand equity is “stronger brand loyalty.”3 It is said that “brand loyalty is both a dimension and an outcome of brand equity.”16 Here we discuss these two constructs in detail.
Brand equity: A brand name has a differential effect on customers, and this influences the customer’s response toward a brand. This response of the customer is termed as brand equity.3 Brand equity is defined as “a set of brand assets and liabilities linked to a brand, its name, and symbol that adds value to or subtracts from the value provided by a product or service to a firm and/or to that firm’s customers.”17 It is the favorable behavior toward the brand that motivates organizations to spend time and money in building a brand.
Brand loyalty: Customer loyalty is often associated with a brand.18 The market is cluttered with a number of brands, be it a manufacturer’s brand or the retailer’s own labels. A slight change in market share has significant financial implications, and it is the brand loyal customers who ensure sales in a competitive scenario.19 A 5 percent increase in customer loyalty can enhance the profitability of the company by 40–95 percent depending on the industry.20 Brand loyalty is a measure of how attached the customer is to a brand. Brand loyalty indicates how likely a consumer is to shift to a newly launched brand or to an existing brand that is in some way upgraded.17
Brand switchers: These customers represent the lowest rung of the brand loyalty ladder and are indifferent to the brand name. Their buying decisions are based on price, availability, etc., and they do not attach any importance to the brand.
Habitual buyers: Customers are satisfied with a brand and are characterized by the absence of any kind of dissatisfaction with the brand. They are habitual buyers, but can also switch over to another brand when provided with proper stimuli by competitors. All the same, it is important to reach out to such customers although they have no reason to be on the lookout for alternatives.
Source: Adapted from Aaker 1991 — Customer Brand Loyalty Levels.17
Switching-cost loyals: These customers are similar to habitual buyers, as they are also satisfied with a particular brand. They are different from habitual buyers in that they have a switching cost as well, which can be in the form of “time, money, or performance risk associated with the switching.” These customers can be induced to switch over to a new brand by offering them a benefit that is large enough to compensate the risks involved.
Friends of the brand: These customers really like a brand and consider it a friend. They prefer the brand, have a liking for the brand, and are emotionally attached to the brand.
Committed customers: These customers form the top rung of the brand loyalty ladder. They are committed toward the brand and feel that the brand helps them in expressing themselves, or that the functional use of the brand is extremely important to them. They take pride in the brand and even recommend it to others.
These five levels are indicative and there can be overlaps and combinations of levels. For example, there can be customers who like the brand and have switching costs as well.
Branding is a key issue and a challenge that can define the life of a product and hence of the organization in the marketplace. A brand is different from a product. To be successful in a highly competitive market, a brand must provide some differential advantage. The benefits are successful legal protection, price premiums, and customer loyalty. Benefits to the customer are a proxy for quality, help in decision making, and reduction in purchase risk. Challenges to creating a successful brand are better-informed consumers. Organizations invest time, money, and effort in building a product and establishing a reputation in the market. Creating and establishing a brand is a chronological task with good strategic analysis. The customers’ understanding of the brand in terms of positioning, personality, and brand image is then studied and the performance of the brand is measured. The marketer’s world is one of viewing the increasing number of private labels, competition from local, national, and global brands, fragmented media, and high employee turnover. Brand equity and brand loyalty can help marketers manage their brand over time.
CASE: BRAND AND BRAND MANAGEMENT
Super Beauty Soap: Sustaining Brand Image
Bushan D. Sudhakar
Until the end of the nineteenth century, washing clothes at home was a tedious and laborious task. It involved cutting off chunks of laundry soap and adding it to water to create a good foamy mixture. In 1884, William Hesketh Tower created a model town near Liverpool called Port Sunlight and soon began to sell wrapped soap “tablets” separately. During this time, a Frenchman called Monsieur Charpy was employed at Port Sunlight and he developed a new technique for making a very thin sheet of soap which could then be easily flaked. Its popularity meant the need for a name. After much discussion, it was decided that it would be called “Super Beauty Soap” (soap).
Picture: Competitive luxury soap market in India.
The name “Super Beauty” had many advantages. It was short and memorable. It had clear associations with beauty and luxury, an association that remains true even today more than 100 years later. Early advertising campaigns for Super Beauty soap aimed to educate users about its credentials as a laundry product and appeared in magazines such as Ladies Home Journal. By the early 1920s, it was a hugely successful brand and in 1924, Tower Brothers conducted a contest that led them to a very interesting finding: those women using Super Beauty used it as toilet soap.
During the 1940s and 1950s, “Super Beauty” became associated with the stars of Hollywood with memorable stars. Today, Super Beauty soap still attracts women who love being women. They enjoy the rituals of beauty care and they appreciate being appreciated.
Super Beauty moisturizing lotion was first launched and successfully entered the Hand & Body Category in October 2002. Super Beauty lotions provide overall body care.
Super Beauty Shower Range and Hand Wash introduces a luxurious new range of body and hand washes to indulge the senses with promises of renewal and relaxation, and make one’s day a bit special. Offering beauty care through little luxuries one can smell and touch ensures that you feel. … Just Silky Soft Body Skin all through the day!
Super Beauty (soap) is an established brand of Indian Towers Limited (ITL), renowned to be one of the giant players in the fast moving consumer goods (FMCG) segment. Over time, ITL has diversified its portfolio and has marked its presence across 20 different categories such as food brands, home care products, personal care brands, and Cure-it water purifier to reach the pinnacle of success.
Super Beauty Soap continues to be the star performer in ITL’s brand portfolio. This case explores how Super Beauty Soap has successfully overcome the challenge of appealing to all customers, young and old, from all sections of society, from high income to low income groups, and across the length and breadth of a huge country like India.
Over about 60 years ago, country folks sometimes believed the advertisements that influenced the common person. Even countryside folks are not sure enough to believe that the film stars use the soap, but the farce continues! Even the Stars know that, people know that, even ITL (Indian Towers Limited) knows that, everyone knows that, nevertheless, every ad is made as sincerely and as devotedly as the previous one. The very fact the women film stars of 1940s onwards every star has been starring in the advertisement has perhaps made it a “must-do” thing. Every aspiring woman film starlet must be making it her career goal to appear in the Super Beauty Soap advertisement. It has become a kind of a benchmark.
Picture:Competitive luxury soap market in India.
Famous woman film star of the early talkies during the year 1941 had the distinction of being the first Super Beauty Soap model and went on to her contemporaries. Later appearing in a Super Beauty advertisement was indeed a “must-do” thing for all most all female movie star in India, a way of announcing her arrival in the industry. One of the longest running campaigns the world over, Super Beauty featured Hollywood stars in most parts of the world. This is not surprising since Hollywood was the only global film industry at the time. Super Beauty entered India in 1930 and while its early advertisements would feature Hollywood actresses, they would eventually be replaced almost completely by the Indian stars. It is important to track why and how this happened and the implications of this repetitive campaign. Viewing the advertisement as a cultural commodity that sold stardom more than soap, historically, the Super Beauty campaign provides interesting insights through various stages of production and consumption. Marked by its use of known faces, Super Beauty can be seen as one of the earliest forms of celebrity endorsements in the glamour world.
Early Super Beauty Soap advertisements in India featured painted portraits of Hollywood stars. Some of these were printed in English newspapers and magazines. Of course, the westernized and elite movie-going Indian audience reading these newspapers would have been able to identify known faces. While their faces appeared vaguely familiar to the Indian crowds, they did not seem to belong to any recognizable film star. Perhaps some of them were just generic images of “glamorous women,” the presumed visual iconography of stars.
Surprisingly in the early years Super Beauty would target the local public using the same imagery! Consumers in different localities were asked to collect four paper wrappers with numbers printed on the inside. Every week individuals with the highest figure after adding these numbers would be awarded Rs.100. Besides giving us information about the interactive promotional strategies of the company, this advertisement also points to the geographical dispersal of Towers in India before Independence with a reach extending to Mumbai, Kolkata, Chennai, and Karachi (Pakistan).
From the mid-nineteenth century soap was one of the most potent signs of modernity’s global image intertwined with multiple discourses of cleanliness and public health. It was also one of the first products to be sold widely, so advertising is often referred to as “selling soap.”
It might be useful to remember that most soap was represented by imperial companies that sold their products all over the world. By the mid-nineteenth century there were about 10 such large players. While some of them used the same advertising strategies as those for their domestic markets, their encounter with the colonies would necessitate some changes. As has already been indicated before, Towers would do the same, but before turning to how they changed their campaign in India, let us look at some strategies deployed by other soap companies.
Super Beauty Soap was launched as toilet soap by Towers Brothers in the year 1925 and in a span of three years it was introduced in the UK market as a product “offering people a chance to pamper them for a modest price.” In the year 1929, Super Beauty expanded its international customer base by introducing itself in India. The brand name, “Super Beauty,” has been derived from the word “Super,” meaning excellent and the word beauty, meaning to be beautiful. Towers Limited blended both these elements and portrayed Super Beauty in sync with stardom and luxurious lifestyle of Bollywood celebrities, well-known among the Indian audience. Its journey continued to enlighten women about the power of beauty bestowed on them. The variants in its portfolio gave Super Beauty a certain charm.
Yes Wake me up: For recharged and fresh skin with refreshing mineral salts and seaweed.
True Silk Cares: Made with rich macadamia and moisturizing whipped cream for nourished and kissable skin.
Get Soft Kiss: Made from strawberries and moisturizing whipped cream for soft and kissable skin.
Receive Velvet Touch: Made with peach and moisturizing whipped cream for velvety and kissable skin.
Get White Glamour: For fair and admired skin with vitamin B3, Rose oil, and white tea oxidant.
Performs Magic Spell: For soft and fragranced skin with fine aromatic oils and lotus essence.
Apart from these, in its 80 years of experience in the market, Super Beauty Soap has also launched other variants, which include Super Beauty Strawberry and Cream, Super Beauty Peach and Cream, Super Beauty Festive Glow with Honey, Super Beauty Cream White, Chocolate Seduction, Sandalwood + Honey, Purple Aromatic Glow, etc. All these variations made it a sensuous brand that focuses on caressing a woman’s body with gentleness to give it a glow and also develop a fragrance to mesmerize her partner.
Right from its launch in 1929, Super Beauty roped in reigning beauties of the silver screen to endorse the brand. Also marking the change in generations and to maintain market dynamics, the brand appealed to the all sections of the country.
All these beauties from Bollywood joined the Super Beauty fraternity at the very peak of their careers, which resulted in the belief that joining increased their brand image and kept a memorable place in the hearts of many fans in India. This strategy helped the brand in mounting strong relationships with customers from all sections, representing all socioeconomic groups. Super Beauty Soap cashed in on the consumer’s secret desire of being a Bollywood celebrity someday and the aspiration to achieve the top spot in whichever field they chose to enter. This helped in establishing an assured linkage between the consumers and the brand. The beauty soap manufacturer has continued to establish its relationship with every generation, and continues to innovate its product and packaging by using young and vibrant colors and celebrities who are in sync with the latest style.
On the eve of its 75th platinum jubilee, there was a complete transformation in its branding strategy when reigning superstar was seen promoting the brand along with the Bollywood beauties who endorsed the brand in the past. He “portrayed the metro-sexual male with a soft touch” and “a soft guy who is in touch with his emotions.” This unique transition was adopted as he has been a great favorite with women of all ages and “the usage of the brand actually showed a gender split.”
Promotion of Super Beauty has enjoyed immense popularity in the Super Beauty Gold Star offer, “in which consumers had the chance of finding a gold coin inside their Super Beauty soap.” This was initially offered in the year 2001; in the succeeding year it was themed “You Can Win,” where the winner of the gold coin had an additional opportunity to win an extra 25 grams of gold by calling the advertised telephone number. The first ten callers each week were given the additional 25 grams of gold. The offer was valid on 100 grams (pink, white, and black) and 150 grams (pink and black) Super Beauty toilet soaps, bearing the specially designed gold star logo on the wrapper. The 100 grams soap bar continued a 3-gram gold coin and the 150-gram bar continued 5-gram gold coin. Most popular leading actress from the Bollywood was roped for the year 2002 endorsement traveled “across select cities and made surprise visits to several homes, rewarding those having Super Beauty gold star wrappers with more gold stars.”
The year 2010 saw a decline in sales of the brand, especially in small towns where the homemaker was falling out of love with Super Beauty Soap. Post research, a key insight emerged — the small town house wife wants to look beautiful for her husband and wishes to recapture the magic of her early days of marriage, but without being too obvious about her “seducing efforts, as societal pressures did not permit her to be too bold.” The commercial showed the actress enjoying a luxurious bath using the new Super Beauty with beauty oils, and deciding to spring a surprise on her husband. When her husband comes home from work, she blind folds him and he has to find her by her new-found scent.
A playful sensual game of “catch me if you can” ensues, with her husband unable to catch his wife as his hands glide off her smooth skin. Finally, when he thinks he has her, he removes his blindfold, only to see that he is hugging his cleaning lady instead, as the actress laughs on. The campaign was extended to another quick promotion featuring the couple talking about “good news” — a double meaning quip — about the Super Beauty Soap gold coin offer.
The couple endorsed the “Super Beauty soap rich with beauty oils for soft skin like never before.” The new variant, along with offering a lavish bathing experience offers “softer skin and a new you.” The above particular ad was much appreciated, as it has a woman’s beauty being cherished. Further, Super Beauty capitalized by portraying Tanya’s “noticeably softer skin to disarm even the most unflappable of men.” This reflects Super Beauty’s old tradition of remaining a symbol of beauty for Indian women.
Events and contests such as “22 carat gold star offer” were hosted to relate to customers “feelings of becoming a star.” In another campaign, Super Beauty Soap also promised customers a chance to meet brand endorsers — the actress and her husband in Europe.
This helped the brand gel more deeply with the consumer who got an opportunity to rub shoulders with real-life stars in Europe, and the company managed to showcase the fact that when it says Super Beauty is soap for the stars, it means it!
For more than eight decades of its existence, Super Beauty has consistently proved itself to be the beauty soap for many of the stars.
Super Beauty has remained persistent in grabbing the number one slot in the personal care segment. Following its line of success, it won the title of the “most trusted brand” by grabbing the third position. Super Beauty has gained immense popularity amongst different stratum of customers during its journey, be it the homemaker, the young male, or the adult female. The star endorsers over the years have felt that endorsing this soap has added to their stature as well. According to the early 1980s leading actress, one of the turning points of her career was when she was signed up by Super Beauty Soap. It was then that she knew she had made her mark in Indian cinema. To be a Super Beauty star is a much sought-after honor among leading ladies and it truly meant a lot to many. The 1990s actress had once said, “I do believe that a significant recognition I earned other than winning any other award was being named Super Beauty star.” Thus, it is not only Super Beauty that has gained from the endorsers, but being an endorser for the brand is a matter of honor and a stamp of achievement.
Super Beauty has successfully forged a link between the usage of the brand and consumers becoming stars. Following in the footsteps of the leading women of the silver screen of their times Super Beauty has continued its romance with consumers over the years. The perspective of having customers relate to their favorite Bollywood star from generation to generation is a tough nut to crack. This reflects the brand’s competitive edge, even as it continues to link itself to the “beauty,” “style,” “fashion,” and “glamour” of the Bollywood beauties endorsing the product. The brand has grown from strength to strength and with the help of a long star-studded heritage has sustained customers’ interest and reputation in the market.
1. How did Super Beauty climb the ladder of success through its branding activities?
2. Highlight the strategy of using the film stars in the image building process?
3. Comment on the branding strategies of Super Beauty Soap over the years. What further recommendations can you suggest to Super Beauty to enhance its brand equity?
Let the audience/participants identify how Super Beauty became the world’s first mass market toilet soap (Presence). Building trust over the years Super Beauty believes in making women feel like a million dollars — and we work with the world’s experts in fragrance to create the most sensuous soaps, shower creams, and shampoos. One has to identify the customer touch points by using Hollywood/Bollywood beauties. Determining Super Beauty’s most influential touch points — promotional offers never stopped.
Establishing it as the beauty soap for stars and beautiful women is the key. Movie stars serve as role models. Super Beauty’s strategy was to build relevance by looking at beauty through the consumer’s eyes. Retaining/keeping the star element, the focus shifted to the consumer and the role of the brand in their life. Advertising commercials showed ordinary looking women with direct references to stars, Referring the text notes on building strong brands — An Identifier, For Information, Legal Protection, Consumer Communication, Advantageous Situation, Unique Associations.
Managing movie stars aligning with Super Beauty Soap, being intelligent with the customers across cultures and countries is the key for Super Beauty. Maintaining the brand attributes again across the countries and cultures by the Super Beauty.