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Reckitt Benckiser: When two brands transition to one 'Powerbrand'

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

Introduction

Reckitt Benckiser (RB) is one of the world’s leading manufacturers of household, health and personal care products.

The brand footprint

In Reckitt Benckiser Australia, the fabric stain remover market was built historically behind the two brands Napisan and Preen.

Communicating the change to the consumer

The transition of the brands was done gradually in order to maintain consumer loyalty, and involved a two-pronged approach.

Conclusion

The Napisan and Preen brands were selected by RB Australia to undergo a branding amalgamation into the globally recognised Vanish Powerbrand.

 

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Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Significance of business
  • Business Environment | Types of large organisations
  • Communication | Effective communication models
  • Communication | Technology and communication
  • Global Business | Drivers of globalisation
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 6

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