Dawn as the Brand
Dawn the Innovator in Brand Building
Jacquelyn Denton
American Intercontinental University
Abstract
Dawn has created a loyal fan base since its introduction in 1973. Dawn marketers utilized several marketing techniques such as brand equity and positioning to remain the leader of dish soap sales. Dawn has built brand equity by using the original Dawn to spring board their new products such as the ultra concentrated Dawn with power scrubbers. Dawn positions itself in the market by fulfilling the consumers need for a quality product. Dawn has given consumers a new perspective as dish soap by being used to clean animals affected by the recent oil spill. The Dawn brand is an example of how brand building is an essential factor for businesses and their marketing departments
An interview was conducted with Terri Perkins, my mother. Terri has used the dishwashing liquid Dawn for many years. Terri has used Dawn dishwashing liquid 25+ years. Terri feels that no other dishwashing liquid cuts grease and gets the dishes clean. Terri has experimented with several other dishwashing liquids when others are on sale or money is short. Terri mentions no other dishwashing liquid comes close to Dawn. Research on the website www.dawn-dish.com states, “Since its creation in 1973, Dawn dishwashing liquid has been known for superior grease-fighting power”. (www.dawn-dish). Terri believes the old Dawn commercial that stated, “one drop of Dawn does it all”. Terri feels that other liquid detergents may be cheaper but you use more of the cheaper version. Dawn is rarely on sale but you use less, so it lasts longer. Terri has been a consistent user of Dawn for 10 years without using any other substitution. Terri has tried several other brands of liquid detergent such as Joy and Palmolive dish washing liquid. Terri figures it is not worth paying less money for less satisfaction. Terri doesn’t have any knowledge concerning the concepts of brand equity and brand positioning. The
Jacquelyn Denton
American Intercontinental University
Abstract
Dawn has created a loyal fan base since its introduction in 1973. Dawn marketers utilized several marketing techniques such as brand equity and positioning to remain the leader of dish soap sales. Dawn has built brand equity by using the original Dawn to spring board their new products such as the ultra concentrated Dawn with power scrubbers. Dawn positions itself in the market by fulfilling the consumers need for a quality product. Dawn has given consumers a new perspective as dish soap by being used to clean animals affected by the recent oil spill. The Dawn brand is an example of how brand building is an essential factor for businesses and their marketing departments
An interview was conducted with Terri Perkins, my mother. Terri has used the dishwashing liquid Dawn for many years. Terri has used Dawn dishwashing liquid 25+ years. Terri feels that no other dishwashing liquid cuts grease and gets the dishes clean. Terri has experimented with several other dishwashing liquids when others are on sale or money is short. Terri mentions no other dishwashing liquid comes close to Dawn. Research on the website www.dawn-dish.com states, “Since its creation in 1973, Dawn dishwashing liquid has been known for superior grease-fighting power”. (www.dawn-dish). Terri believes the old Dawn commercial that stated, “one drop of Dawn does it all”. Terri feels that other liquid detergents may be cheaper but you use more of the cheaper version. Dawn is rarely on sale but you use less, so it lasts longer. Terri has been a consistent user of Dawn for 10 years without using any other substitution. Terri has tried several other brands of liquid detergent such as Joy and Palmolive dish washing liquid. Terri figures it is not worth paying less money for less satisfaction. Terri doesn’t have any knowledge concerning the concepts of brand equity and brand positioning. The
References: AIU Online (2011). FAQ: Marketing Sgtrategies and Methods. [Unit Materials]. Retrieved from AIU Online Virtual Campus. Marketing Management: MKT305-1103A-10 Anonymous. (2010, April 30). Dawn dishwashing liquid being used to clean animals affected by oil spill. Retrieved August 1, 2011, from www.mnn.com/earth-matters/wilderness Brand Equity. (n.d.). Retrieved August 1, 2011 from http://www.netmba.com/marketing/brand/equity Dawn. (n.d.). Retrieved July 31, 2011 from http://www.dawn-dish.com Kotler, P. & Keller, K.L. (2009). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.