BRAND CONSISTENCY

Brand Consistency

[Name of the institute]Brand Consistency

Introduction

In today's era, our world is surrounded by the phenomenon of advertising. In a day, we are exposed to scores of advertisements through different mediums of television, radio, internet billboards etc. These advertisements introduce variegated brands. Out of this huge chunk of brands there are only few brands that occupy a strong position in our minds. This is because these few brands are successful in creating a consistency and value in their brands through their effective and efficient branding strategies. This paper talks about one concept that is attached and closely associated with the value and progress of a brand. This concept is of brand consistency. This paper discusses the concept of brand consistency in exceptional detail and covers its variegated aspects. In this paper, a brand is selected of Unilever that is not showing growth and positive perspectives for the future and then branding strategies are recommended for that brand in order to revitalize it. The brand that is elected for the purpose of discussion of this assignment is Vaseline.

Selected Brand

As mentioned above that the brand that is selected for the purpose to undertake discussion about various concepts related to brand, brand equity and brand consistency is a brand of Unilever. The brand of Unilever that is selected is Vaseline. Vaseline is a product of Unilever that belongs to the category of skin care. The following part of the paper describes detailed description about the brand.

History of the Brand

Vaseline is a personal care or skin care product of HUL Unilever. It was in 1989, when the Vaseline Petroleum Jelly was introduced in the market. Initially it was introduced as a lubricant and a skin balm that can be used for burns. The presence of Vaseline products can be traced back to 100 years ago. Vaseline is an international brand that is available in 60 different countries. Later on the communication strategies were revitalized by the marketers and branding managers of Vaseline and they began to present beauty related advantages of Vaseline. Hence, a problem solving generalization strategy that was initiated by the producers of petroleum jelly converted to the extended and multiple usage situations such as usage of petroleum jelly for the prevention of diaper rash, usage of petroleum jelly for the removal of eye makeup and the usage of petroleum jelly as a lip balm (Shayon 2011, A-1).

Current Brand Value

Consistency over a long period should be sought at a high level whether it is called a philosophy, a pattern, or a brand identity. Further, this high-level vision should encourage, even drive, programs that are innovative, flexible, and contemporary. The result will be a brand that stands on years of consistent yet relevant programs all supporting the vision. Not all brands are so blessed, but the upside is all too clear. Brands usually fail to maintain consistency because of a number of reasons. These reasons include lack of marketing research, deviating from the culture and strategies of the organization, differentiating the product ...