Question

Topic: Branding

Brand Revamping

Posted by Anonymous on 3/16/2005 at 5:28 AM ET 280 Points
I am looking to revamp my brand of condoms, which is marketed as a premium yet economical product. However, there is a need to give the brand a new look which will be slightly more up market than it is currently. What factors should be kept in mind while conducting this exercise? Is there a tried and tested model which I can foolow to get best results?
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RESPONSES

  • Posted by Peter (henna gaijin) on 3/16/2005 at 3:36 PM Accepted
    I would also consider how the products are sold, and whether a change in brand would really impact that. There are other factors (such as embarrassment, some limits to where the products can be sold, etc.) than play here.

    Are the products bought at a time/place when people are a bit embarrassed, so they don't spends a lot of time considering options? If so, you want to have brand recognition and make the product easy to find.

    Are they sold at places where there are lots of other options, or are you the only one? If the only one, then the brand doesn't make much difference, as people will buy what they can get.

    Are they bought online where people have a lot of time and privacy to make their choice? Then branding will have impact.
  • Posted by koen.h.pauwels on 3/19/2005 at 9:41 PM Member
    The low brand recognition for Touch is actually helpful in repositioning: you have more degrees of freedom to bring a new message convincingly to the market. How about taking a cue from the Erectyle Disfunction Positioning as either romantic (Cialis; Sathi condoms) and performance/manly (Levitra; possible positioning target for Touch): this will help you distinguish your two brands (reduce potential cannibalization of Sathi by a new Touch campaign) and does jive with the higher-end market you are targeting provide you bring your message in style (eg the current Levitra ads)
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