Brand Essence Colgate

1227 WordsApr 21, 20125 Pages
Brand Essence Assignment Introduction The company chose for this assignment is Colgate. Colgate is a division of the Colgate-Palmolive brand that produces soaps, detergents and oral hygiene products. Colgate focuses on oral hygiene and is a maker of toothpaste and toothbrushes. Started in 1806 by William Colgate as a soap and candle company. When William died in 1857, his soon took over. In 1837, Colgate introduced their first toothpaste and was the first to introduce toothpaste in a tube. In 1928 Palmolive-Peet bought Colgate and in 1953 the name changed to Colgate-Palmolive (Colgate-Palmolive, 2012). Today Colgate is one of the leading manufacturers of toothpaste, with Procter & Gamble as their main competition. Competitive…show more content…
fun, reliable Animal Penguin Cool, icey, fun, simple, cute Scent Mint Fresh, clean smelling, smell of fresh breath Colour Blue Brand colour, fresh, clean, innovative Season Winter Colours associated with coolness, freshness, crisp Aquafresh If your brand were a… Type Reason Car Volkswagen Fun to drive, innovative, quality, reliable Animal Monkey Fun, cute, always moving, family oriented Scent Mountain scent Crisp, clean, fresh, broad, freeing Colour Orange Fun, crazy, unusual, exciting Season Spring Refreshing, clean, in bloom, warm, invigorating Sensodyne If your brand were a… Type Reason Car Oldsmobile Specific audience, older generation, safe, boring Animal Panda Passive, sensitive, big, simple Scent Doctors office smell Clean, sterile, hygienic, unpleasant, cold Colour White Clean, fresh, simple, professional Season Winter White, clean, simple, boring, sad, gloomy Brand Map Colgate Crest Aquafresh Sensodyne HIGH PRICE HIGH LOW EFFECTIVENESS EFFECTIVENESS LOW PRICE Colgate Crest Aquafresh Sensodyne VARIETY OF TOOTHPASTE NOT VERY APPEALING APPEALING LACK OF VARIETY OF TOOTHPASTE See

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