Middlesex University

Researching and Presenting

Winter 2009

Branding (Durex Condoms)

4th December 2009

Name: Sandra Sze Hwui Yap

Student Number: M00281193

Tutor’s Name: Malcolm Clay

Word Count: 1661 (2nd Draft)

Contents

Executive Summary                                                                

Introduction                                                                                1

Marketing History                                                                        2        

Brand Equity                                                                        3

Brand Value                                                                                4

Brand Identity/Image                                                                6

Brand Awareness                                                                        7

Conclusion                                                                                7

Recommendations                                                                        8

References                                                                                9

Executive Summary

This report gives a brief history of the branding strategy of Durex condoms. Firstly, the brand equity discusses about the key competitors, the market segmentation geographically and demographically. The brand value evaluated the intangible values and also the functionality of Durex condoms. Besides that, the brand identity examines the name, logo, range of product, packaging, advertising and the price of Durex condoms. The brand awareness then discusses about the awareness of the brand worldwide and also the misunderstanding of the name DUREX. The “conclusion” then concludes the aims of the research and also provided answers to the research question. Lastly, the “recommendations” explains about recommendations on how to improve further for the future of the brand.

Introduction

The branding strategy of Durex condom whose name was derived from Durability, Reliability and Excellence started in 1929 when the London Rubber Company (LRC) registered the trademark and began selling in public areas in 1980. Branding may be defined as a procedure involved in inventing a special label and image for a certain product through consistency in creative advertising campaigns or creation of a theme in the consumer's mind. The aim of branding is to produce an expressive and special existence in the market that pulls and grasp loyal customers. According to researchers, the use of condoms can be traced back to a few thousand years where ancient Egyptians wore linen sheathes in 1000B.C. Condoms were then made out of animal membrane around 1900 by Bell and Croyden (Science museum London) and eventually condoms were then made out of latex. The context of this report will be the marketing history, brand equity, brand value, brand identity, advertising, packaging, price and brand awareness of Durex condoms. Recommendations for the future of the brand will also be included at the end of the report.  

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Animal membrane Condom

 

SWOT Analysis

The strengths of the brand “Durex” are innovation, distribution channels, research and development, in touch with the customers and brand awareness. One of the weaknesses of the brand is that large efforts have been put into promotion of sexual health which might benefit other competitors. Secondly, the product is often purchased during emergency situation and therefore, the brand becomes less important. There are many opportunities for the brand such as, people are getting more educated in the need of protecting themselves against Sexual Transmitted Diseases (STDs) and therefore, it will lead ...

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