MANAGING EQUITY OVER TIME

Lesson 13
The GE story

1876 - Thomas Edison founds a commercial research lab

Objective :1 minor invention every 12 days, and 1 major invention every month
They invented a system for generation and transmission of electricity and named it General Electric
1896 - GE name and logo were created
Advertised GE as initials of a friend
Tag line of company - better living electrically
This continued for 40 years - 1955 ad with Ronald Reagan still used this line
1960s -GE much more diversified - medical imaging, jet engines, financial services, insulation &
plastics
Changed tagline to Better living through technology
Research showed that General Electric name still connected to electricity and old-fashioned
Decided to use the name GE vs. the full form
The GE story

1970s - two tag lines evolved - Progress for people and Progress is our most important
product
Now widely diversified - branding decision taken to make GE the driver brand
Image research uncovered a problem - GEs image was predominantly that of a male in some
heavy industry
Not suitable for a company selling medical equipment or for a company selling to homemakers
1979 - GE - We bring good things to life
2003 - Imagination at work
Objective of reconnecting with GE's roots as a company driven by innovation in all spheres
. to spark a new association between GE & technical innovation, to reinforce that
association for a new generation, and make people aware of the range of that commitment.
The GE story
CONSISTENCY is key

Brand equities are built over time not overnight

Consumers build trust slowly through multiple experiences
Individual elements of the brands equity become familiar
gradually
Pack branding
Claims & benefits
Advertising meaning & effects
Relative to competitive set
Brands nurture the relationship through consistently delivering
their promises ! Quality, values, performance, relative price
 CONSISTENTLY CONTEMPORARY
Change is an ongoing & continuous process
Political & Economic landscape
Societal structures
Competitive set
Media environment
Global events
Value systems
Brands must evolve and stay up to date
Two key questions to be addressed in order to reinforce brand equity over time
1. What products does the brand represent, what benefits does it supply & what needs does it
satisfy?
Amazon - from retail bookseller to To be Earths most customer-centric company, where
customers can find and discover anything they might want to buy online.
2. How does the brand make those products superior? What strong, favourable & unique
associations exist in the minds of consumers?
Apple - excellent design, minimalistic, extreme user-friendliness
EVOLVE OR PERISH

Update frequently to
remain contemporary

Adapt to meet changing

expectations, lead &
respond to medium term
change in environment

Protect, build for long

term, change over long
cycles
Building brand equity over time

Maintaining brand consistency - positioning, brand elements as well

as support
yet modernising elements to remain relevant
Protecting sources of brand equity
Fortifying vs. leveraging
Keeping the marketing support program up-to-date & relevant
For brands whose core associations are product related,
innovation in product, delivery etc. is essential
For brands whose core associations are not product related,
relevance in user and usage imagery is critical
HOW DOVE EVOLVED: FROM BAR SOAP TO
GLOBAL MASTER BRAND
INITIAL LAUNCH IN 1957

Dove Beauty Bar

1/4th Cleansing Cream
Positioned against ordinary soaps
Dove creams your skin while you wash
Later modified to moisturizes skin
CONSISTENCY OF APPROACH

Iconic device of cream pouring into

soap is retained even today
Visuals projecting moisture, calm,
luxurious bathing experience
Stylized and made up women for
glamour quotient
1960s FIRST VARIANT

Cream pouring into bar visual retained

Luxury bathing experience remains
the core
Shift from functionality to imagery
1960s

Face Test ad released

Challenging & aggressive strategy
Demonstrates brands confidence in
claims
Moisture story & cream pouring visuals
retained
First use of Real Women
CATEGORY BUILDING

Information about dryness as the primary

cause of ageing
Continued comparison with soap
Viewers encouraged to do a 4 week trial
Consistent strategy New execution
Retains core brand target audience
Shift to new concern area higher order
benefit
Followed by 7 Day Challenge
1980s 90s: CONTINUED FOCUS ON PRODUCT

Litmus test
Give confidence through a simple home
test
Temporary departure from cream pouring
shot
Benefit of Gentle
Extensive testimonial approach Ordinary
women looking directly at camera and
narrating experience with Dove
De-glamourized the target audience
REAL WOMEN, REAL BEAUTY
BEYOND SOAP

Extended to new
categories where
core moisturizing
proposition matches
need states
Limited application in
Hair Oil
Stretch in deodorants
Graphics synergy
Font, color scheme
 Applicability of 1/4th moisturizing cream to deodorants?

Extending a feminine brand to a male audience?

Is the brand over stretched?

Keeping logos modern