DUPONT: MANAGING A CORPORATE BRAND

Prepared By:

Pradeep Thomas (1430)

Introduction

Key factors in the brand’s 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

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

DuPont’s Brand Equity

Science and technology leader Innovation through extensive R&D Working for the people Factors contributing to it:

Advertisements Aggressive investment in R&D Investment in sectors appraised by the

people Ingredient Branding Strong Corporate Brand

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

DuPont’s Business Model

Possible misuse of ingredients Brand equity dilution Reaching the final consumers

Acknowledgement