This project aims at identifying the various brand elements associated with a product gillette mach 3 and then analyse them in detail

This project aims at identifying the various Brand Elements associated with a product

Gillette MACH 3 and then analyse them in detail. By definition, a brand element is

defined as visually or verbally distinct information that identifies and differentiates a

product or service. Examples of common brand elements include names, logos, symbols, characters, slogans, and packaging. Marketers often

choose brand elements to build brand equity--to enhance consumers' brand awareness

or facilitate their formation of strong, favorable, and unique brand association.

Gillette is a brand of Procter & Gamble currently

used for safety razors, among other personal hygiene products. Based in Boston,

Massachusetts, it is one of several brands originally owned by The Gillette Company, a leading global supplier of products

under various brands, which was acquired by P&G in 2005. Their slogan is, "The Best a

Man Can Get". The original Gillette Company was founded by King Camp Gillette in 1895

as a safety razor manufacturer.

General Features :

New Blade Edge

New Corruguration With Ten Flexible & Softer Microfins

Enhanced Lubricating Strip

Raised Elastomeric Grips & Grooved Handle

Benefits

3 Spring Mounted Blades

Progressive Blade Alignment

Reduces Cutting Force

Closer Shave

Less Drag & Pull

Greater Comfort

Closer Shave As Fins Stretch The Skin

Increased Lubrication, Improved Razor Glide

Consistent Fading Indicates When To Change

Less Irritation

Enhanced Grip

Better Control

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Brand Name Selection Selecting the right name is a crucial part of the marketing process. The brand name

should be carefully chosen. A good name can add greatly to a product's success. Most

large marketing companies have developed a formal, brand-name selection process.

Finding the best brand name is a difficult task. It begins with a careful review of the

product and its benefits, the target market and proposed marketing strategies. Desirable qualities for a brand name include the following:

1. It should suggest something about the product's benefits and qualities.

Examples: Oasis (a still fruit drink), Kleenex (tissue paper), Frisp (a light

savoury snaek).

2. It should be easy to pronounce, recognize and remember. Short names help.

Examples: Dove (soap), Yale (security products). Hula Hoops (potato erisps

shaped like the name). But longer ones are sometimes effective. Examples:

"Love My Carpet' carpet cleaner, 'I Can't Believe It's Not Butter' margarine.

Better Business Bureau. 3. The brand name should be distinctive. Examples: Shell, Kodak, Virgin.

4. The name should translate easily (and meaningfully) into foreign languages. For example, in

Chinese Ferrari is pronounced as 'fa li li', the Chinese symbols for which mean 'magic,

weapon, pull, power', which flatter the brand. But accountancy firm Price Waterhouse

was reported to have been translated as 'expensive water eloset'.

5. It should be capable of registration and legal protection, A brand name cannot be registered

if it infringes on existing brand names. Also, brand names that are merely descriptive or

suggestive may be unprotectable. For example, the Miller Brewing Company registered

the name Lite for its low calorie beer and invested millions in establishing the name with

consumers. But the courts later ruled that the termslite andlight are generic or common

descriptive terms applied to beer and that Miller could not use the Lite name. 10 |P a g e

Brand Equity Marketers build brand equity by creating the right brand knowledge with the

right consumer. The main brand equity drivers are:- Brand Name-

The Brand name is the name used to recognize the brand and to distinguish it

from the competitors brand.

Gillette Mach 3 uses the nameMACH3 for its razor. Mach means the ratio of

the speed of an object to the speed of sound in the surrounding medium.

For example, an aircraft moving twice as fast as the speed of sound is said to be

traveling at Mach 2.

SoMACH3 denotes a shaving speed equivalent to three times the speed of

sound in the surrounding medium i.e. air.

The name is attributable of speedy close shave.

Brand URL-

URL or Uniform Resource Locator refers to the web address of the brands web page.

More and more brands are moving on to the web to increase customer touch points and

to increase brand awareness. GilletteMach3 has a websitewww.gillettechampions.com which use some famous

international athletes such as Roger Federer (Tennis), Tiger Woods (Golf), Thierry

Henry (FootBall) and Rahul Dravid(Cricketer)(for South Asian countries only) on the

website to publicise its products.

Gillette also has its own website aswww.gillette.com which lists all its products including

Gillette Mach 3. The webpage is so designed that the visitor can zoom and see the

various product features ofMA CH3 razor.

Brands use the power of internet by posting their url’s at common places or sites which

encourages the consumers to visit a campaign website and retrieve information

regarding a product. These may be in the form of signs, symbols or simply the brand

name.ome of the common sources of url posting are: • URL placement on t-shirts to promote Interactive brand engagement

11 |P a g e

•

Social networking sites Twitter( ) (and perhaps soon Facebook), campus

threadz to increase the potential exposure Gillete to some extent has used such url displays while promoting

their events such as Clean Shave India and Champions.

Moreover website links are provided in discount and offer displays

such as these:

Logo

Logo is a term used to refer to a graphic symbol

or emblem commonly employed by commercial enterprises, organisations and even

individuals to aid and promote instant public recognition. At the level of mass

communication or simply in the high street a company's logo is today often synonymous

with its trademark or brand.

Gillette Mach 3’s logo has the words Gillette

Mach 3 printed on it with three horizontal stripes

present on the left hand side. The word Gillette is

written in the same fashion as that present in the parent brand’s logo. In order to

provide continuity and to avoid confusion Gillette uses the strategy of using the

parent brand’s logo as a part of the logo of all its sub brands.

The three stripes which are sharp and somewhat faded at one end signify the speed,

accuracy and comfort which the triple blade action formula present in Mach 3 provides. 12 |P a g e

The three horizontal stripes which are blue in color and the letter ‘M’ in Mach 3

which has a tinge of blue on a white base hint at the freshness that a ‘Gillette

Mach 3 shave’ gives to its users.

Therefore it can be said that Gillette Mach 3’s logo somewhat fulfills the requirements of

all the parameters that we discussed above and has been a constant driving force in its

brand building process