Founded in 1802, ‘DuPont puts science to work by creating sustainable solutions essential' to improve human life. Present in more than 70 countries, DuPont offers diversified and innovative products in many fields from agriculture to home construction.
A machine has many components. Having efficient components is not enough to run a machine. It needs a sort of lubricant to make it coherent. DuPont is like a big machine which knows how to strengthen its brands (ingredient brand) and how to connect them with brand image (corporate strategy). In this case, we will delineate DuPont's corporate-combined-with-ingredient strategy.
[...] And many projects were undertaken to highlight this aspect: Do List for the Planet' shows that one more time, DuPont used cause marketing to support its positioning. It has potential to last as long as the ‘Better Things of Better Living' tagline: to switch the brand image to ‘merchants of death' for scientific discovery where DuPont makes lives easier. For example, in the ad of prosthetic legs with Bill Demby, it shows that DuPont listens to the needs of consumers and knows how to approach sensitive issues (Vietnam War). [...]
[...] In the pursuit of ensuring the consistency of its brand image and efforts across the globe, the DuPont brand' has come to know how to leverage secondary brand knowledge by providing marketing tolls. III. Recommendation There are many factors that might affect a lasting DuPont brand image such as a strong brand strategy, high quality products and an effective marketing program. Neglecting any one factor could bring about failure. Management should check that the company is pursuing a balanced and realistic new product strategy; that the customer needs are clearly identified and well understood; and that requisite technical and technological skills are linked to market orientation to ensure success. [...]
[...] In order to meet the existing demand and to expand into new markets, the corporate marketing program focuses on a multidisciplinary, team-base approach. We can list some elements of the corporate branding strategy: The red oval DuPont logo became the company's primary marketing symbol. A corporate brand, DuPont's name would be attached to each product; To avoid a ‘Merchants of death' image (because its heritage is seen as an explosive manufacturer), DuPont promotes a new-socially- conscious image whereby scientific discovery is emphasized. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
