Anton & Gerard Philips started

Philips & Co. in 1891

PHILIPS logo Symbol introduction

BRAND POSITIONING

Technological

Prowess

Product

Innovation

Philips is known for its

TECHNOLOGY INNOVATION

All introduced by Philips

&

BRAND MANTRA

BRAND

MANTRA

se se a d si plicity

What do we mean by this ?

advanced

easy to use

designed around you

Brand Mantra

Philips rebranded itself with this mantra ?

Market research study of 1,650 consumers &

180 companies, who were customers of Philips

around the world

Led to the discovery of

Philips’ Core Target Group

CORE TARGET GROUP

well educated

affluent decision makers

35 - 55 age

valued simplicity &

efficiency

led to the campaign-

se se a d si plicity

with the

tagline

RISKS

Points-of-differences may be unclear

younger tech-savvy customers may feel

alienated

Ambiguity in tagline

simple or not advanced?

sense- in which sense?

from

Japanese

Manufacturers

Flood market with inexpensive consumer

electronics

What’s the ext ove?

STRATEGY

Emotional branding

Large Automated Plants increased production

Cultural Branding

Connect with people

Reinforcing Category Membership

Choosing specific

points-of-parity

points-of-difference

Perceptual Map

BRAND MANTRA RISKS

with the

tagline from

Japanese

Manufacturers

RECAP

DISCLAIMER Created by Harshit Gupta,

IIT Roorkee,

during marketing internship

by

Prof. Sameer Mathur,

IIM Lucknow