Case Study Pages:
When two brands transition to one 'Powerbrand'
This Case Study discusses the rebranding of two household names, Preen and Napisan into the global brand Vanish. It looks at how these changes were made and how they were communicated in the marketplace.
As a result of reading this Case Study, students should be able to:
- Understand the challenges of rebranding a successful product
- Explain the brand attributes of Napisan, Preen and Vanish and how these are important in building a relationship with the consumer
- Describe the ways in which changes were communicated to the customer
Reckitt Benckiser (RB) is one of the world’s leading manufacturers of household, health and personal care products.
In Reckitt Benckiser Australia, the fabric stain remover market was built historically behind the two brands Napisan and Preen.
The transition of the brands was done gradually in order to maintain consumer loyalty, and involved a two-pronged approach.
The Napisan and Preen brands were selected by RB Australia to undergo a branding amalgamation into the globally recognised Vanish Powerbrand.