Brand Architecture: Lux v/s Lifebuoy
Brand personality is part of a larger view of brands called brand architecture. Marketing uses the brand Architecture to connect product features and attributes to the emotional connection of brand with their customer.
This is the report of two different brand under same Category of Market and this report build brand architecture and examine brand value. These two brands are chosen because they belong to a similar market and compete each other. But these two brands have different brand personality in the market. These two brands are most valuable in the market and this report will help to create a different brand Architecture and brand value in the market. The purpose of this report is to ascertain the perception of consumers regarding these two brands and how these brand have positioned themselves in consumers mind.
Brand Architecture:
The first step in brand architecture is to build brand pyramid:
Brand Architecture of Lux Soap:
Brand Architecture of Lifebuoy:
Brand Comparison:
Both brands, Lux and Lifebuoy compete in a similar market of personal hygiene care. Hindustan Unilever limited place a role in high value of the product quality, positioning and promotion of both the brand individually. But the target audience of these brand are different from each other.
Lifebuoy’s goal is to provide affordable and hygiene product mainly to the rural Indian consumer. Who always look for low price products. 70% of lifebuoy soap is sold in Indian rural areas. Lifebuoys has positioned itself as a world famous soap that kills 99.99% germs and is one of most selling toilet soap.
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On the other hand, Lux’s target audience is female of 18 to 35 years of age. Lux target the middle class audience who are somewhere price sensitive, and always search for best quality product at low price rate. It has positioned itself as a luxurious soap brand with self care and well being.
Both the brand serve their company in increasing revenue by the brand value.
Brand Value:
"Lifebuoy is new in 55 countries, is growing share in 93% of its markets and as of September it became our latest €1 billion brand," the company's CFO, Graham Pitkethly, told analysts in a post-results call.
Brand Finance has calculated the brand value of the Lux brand 13 times between 2011 and 2023. The Lux brand valuation has featured in 17 brand rankings, including the strongest and most valuable Europe brands, the biggest Cosmetics brands and the best Global brands.
Brand Consulted: