DuPont: Managing a Corporate Brand

PREPARED BY: HUNNY GOYAL

PARTH SHAH
NILAY THAKKAR

Introduction
Key factors in the brands rise among the elite science companies in the world Strong corporate brand and ingredient brand Revitalization from Better things for better living to Miracles of Science How this revitalization will affect the corporate brand image?

Company Background
Founded in Delaware, 1802 by E.I. du Pont de Nemours Started with gunpowders and later became a leader in chemical industry Acquisition of smaller companies and establishment of research lab

DuPont At a Glance
Established 1802 More than 2000 trademark and brands. Successful Global brand Versatile product and industry

Operating in 200 countries

3rd largest chemical company

Early Branding of DuPont

Not trade marking their products, as it could not safeguard the integrity of the product Started with ingredient branding Creation of strong corporate identity, that allowed them to bargain with other players in value chain

Newspaper advertisements
No aggressive marketing Logo creation Creation of advertising department which developed various ads

Early Branding of DuPont

Sponsoring of radio and television shows Use of Bill Dempy, who used prosthetic legs made of DuPont plastic Sponsoring of scientific events and other high profile events
Tour DuPont NASCAR NASCAR driver Jeff Gordon

Ingredient Branding
Advantages
Consumers started buying products based on the components An ingredient with multiple uses could be marketed as a component in more than one product

Disadvantage
Difficult to distinguish between diverse markets

The benefits of ingredient marketing also transferred to the retailers

Ingredient Marketing
Teflon Stainmaster Lycra

Kevlar

Branding Strategies
Two initiatives
Develop new uses for core brands Foster relations with partners

Brand extensions Supported by extensive investment in scientific research

Revitalization of DuPont
More emphasis on biological sciences because of less consumer awareness New tagline Miracles of Science Entering and exiting from Pharma sector Shifting away from biological research and movement towards chemicals used in electronic devices Focus on only core business

Revitalization of DuPont
Five new SBUs of DuPont
Electronic and Communication Performance Materials Coatings and Color Technologies Safety and Protection Agriculture and Nutrition

How would characterize DuPont brand Equity?

Genuine yet versatile management Do what it takes (strong vision) High quality to better live Each product beyond the functional benefit (added value) Agent for better living Close to you and life style Strong image and reputation

Trust and reliable

DuPont Technology
Resonance

High customer loyalty, rated amongst the best brands Warmth ,Self respect , Responsible, Social Approval

Market leader, co-creation , quality, premium price

Judgement Feeling

Reliable, technologically advanced, eco - friendly

Performance Imagery

Tech savvy, Elite, U.S. culture

Diverse presence in market space yet nor many aware

Salience

What factors contribute to the company equity?

Implement Ingredient Branding Strategy Heavy Investment in R&D

Effective Managing Corporate Brand

Clearly defining Brand Positioning & Value

How can DuPont best preserve that equity?

Keep combining corporate & ingredient strategy Continuity understanding the dynamics of the market segment value chain Clearly identifying as the hero, provider or supporter at every step in the chain

Maintaining continuity and consistency of face and voice over time

Corporate Brand Strategy

Benefits
Influences consumer behavior Can be leveraged across the brand hierarchy Effective with brand extension

Drawbacks
Difficult with diverse product categories Spill over effect of one product

Ingredient Branding
Benefits
Can be transferred with products Leveraging secondary brand associations

Drawbacks
Susceptible to negative secondary brand associations Loss of control Inconsistency

Miracles of Science
Memorable and inspirational Strong linking to science heritage Conveys the strong investment in research and innovation Supports the ingredient branding of DuPont. Every ingredient is seen a different miracle

DuPonts Business Model

Possible misuse of ingredients Brand equity dilution Reaching the final consumers