JOHNSON & JOHNSON

A Case Study
Leveraging Brand Equity

By:GROUP 4
Aditee Amitabh D008
Hemant Bhatt D014
Sanket Guhgarkar D020
Aakershit Gupta D021
Nimisha Gupta D025
Tanvi Gupta D026
Shikha Parekh D043
Viranchi Shah D050
Harshull Kapoor D057

Brand Building is done in a series of steps, which are in a particular ascending order. These can defined
through the Brand Resonance Model. It describes how to create intense and actively loyal relationships
with customers.It primarily consists of 4 different stages:
1. The first stage of brand resonance is Identity.Consumer just starts to understand what the brand is
about.
2. The second stage is Meaning, wherein consumers start differentiating on the basis of reliability
and performance.
3. The third stage is Response, which is where consumers judge the brand with their heads and
hearts.
4. The final stage is Relationships, or intense and active loyalty. This is where customers feel a
connection or sense of community with the brand.

RELATIONSHIPS- J&J child care is into baby products that target the motherbaby relationship. They have shown how the bond becomes even more stronger
when their product is used, leading to customer retention and loyalty. The trust
of consumers in the, product makes J&J baby products a premium and give an
essence of a completion of the mother-child bond.
RESPONSE- Youre Doing Good Mom campaign is something which
J&J directly targeted the heart of every mom, by making the kids thank
their moms. So an emotional response was extracted towards the brand.
A lot of parents want their baby to be in the ad of J&J, which shows how
connected they are to the brand.
MEANING- The tagline No More Tears tells crisply about the
innovation (1st baby liquid bath wash for babies) and reliability
(Protects baby skin from friction - skincare wipes,Clinically Proven
mild-moisturizing soap) of the product and living up to the
expectations.
IDENTIFY- A baby care product, which is extensively soft
and gives protection to the tender skin and most importantly,
the babies loves it. J&J We Touch the lives of over a
billion people every day, throughout the world

BRAND RESONANCE MODEL

Brand Salience:
How often & how easily customers think of the brand under various purchase or consumption situations?
For mothers of newborn babies, who are the primary customers of the baby care products, J&J
baby products hold the top of the mind recall and also confidence about the quality of their
products.
J&J offers an entire range of products that cover all aspects of baby care, right from baby powder,
baby oil, milk lotion, baby shampoo, baby cream etc, thus pretty much acting as a one stop shop
for all their requirements.
Brand Performance:
How well the product meets customers functional needs?
In the consumer category, including baby care and women care ,J&J has maintained its consistent
performance and always strived to meet and exceed customers expectations with its quality
products. All of their products are clinically proven for their mildness, hypoallergenic qualities
and effective formulas, which appeal to adults and mothers of new-born babies alike.
Johnson & Johnson RED CROSS Brand Products offer superior performance versus
competitive products and offer unique characteristics and benefits to patients.
Brand Judgment:
It refers to the personal opinion and evaluation formed due to the performance of the brand.
J&J enjoys the trust of mothers due to the consistent performance of its child care products
through the years. It is often recommended by women to mothers of new born babies.
The perception of J&J products is of being clinically proven, mild and also of being innovation
leaders in baby care.
Doctors i.e. pediatricians, gynecologist and general physicians prescribe J&J products. Their
judgment is reinforced as J&J is also an established name in pharmaceutical industry.
Brand Imagery:
J&J through its various global brand equity campaigns like For All You Love, has established itself as a
brand that inspires and empowers caring.
Almost all ads portray the love and affection in the mother child relationship and thus inspire every
mother to provide her the best care for her child through Johnsons products.
Brand Feelings:
Through its imagery that inspires caring and advertisements that portray the love and affection in a
mother-child relationship, J&J evokes feelings of:
Warmth: Evokes feelings of warmth towards the tender mother-child relationships, through its ad
campaigns such as Having a Baby Changes Everything.
Security: The No More Tears claim that comes with the Johnsons Baby Shampoos evoke
security a mother is assured that her child will not feel pain or discomfort using J&J products.
The campaign, Fragile Handle with Johnsons, actually positioned Johnsons Baby as the caretaker of babies, and ensuring that they are safe and mild to use.
Fun: While Johnsons Baby ads focus on the mother-child relationship for the most part, they also
feature ads where babies are simply having fun and Johnson Baby products appear in the
background, which evoke feelings of fun and excitement.

Brand Resonance:
It is the ultimate brand equity position desired to be reached by a brand. At this level of equity the brand
is in a relationship or is in-sync with the consumer. The brand evokes memory, imagery and emotions.
Johnson and Johnson has succeeded in attaining brand resonance. An analysis of its brand elements with
respect to the imagery and emotions it evokes helps us further understand the resonance of its brand
equity.

Brand Elements:

1. Memorable: J&J logo signifies the brand name itself, but its design and the colour schematics used are
unique and catchy enough to make a clear brand at first sight.
2. Meaningful: The blue, white and red colors used for the logo and packaging instantly convey to the
consumer the brands medicinal value.
Johnson & Johnson has an entire line of baby care products under the brand 'Johnson's Baby' which
includes baby powder, baby oil, milk lotion, baby shampoo, baby cream etc.
Tag lines like 'No more tears' are also suggestive of the product quality, which ensure that the baby
shampoo contains low pH levels, thereby preventing eye irritation in babies.
Stayfree for women is another good example of choosing meaningful product names, which crisply
conveys the products benefits.
3. Likeable: All the J&J's products are produced and packaged, keeping in mind their effectiveness and
appeal to children who are their primary consumers.
Therefore the packaging focuses on hygiene and on the tenderness of the products.
Additionally, J&J also uses mild colours like pink, light green, light blue to communicate that the basic
attribute of the brand is mildness and softness.
4. Transferable: J&J established itself in the market with its baby care products and soon became the
market leader in this segment.
Later on, they introduced innovative product lines in the baby care segment such as baby washcloths,
Johnsons cotton swabs, Johnsons baby cologne, Johnsons baby skincare wipes etc.
J&J products are perceived by the consumers as something which is tender, soft and cares for your babies.
J&J leveraged on this and introduced Johnson's Nursing Pads targeting nursing mothers.
5. Adaptable - How adaptable and updateable is the brand element?
J&J came up with different variations in their product, which are quite successful today. They introduced
the Natural product line, wherein the products such as the hair oil, shampoo, lotion etc. are 98% natural.
In the shampoo line they have augmented products like Johnsons Buddies No More Tangles Detangler,
Johnsons No More Tangles Conditioner etc.
6. Protectable - How legally protectable is the brand element? How competitively protectable?
J&J has become synonymous with baby care products. Parents want their babies to be known as An J&J
Baby by featuring in J&J commercials. It surely has a competitive advantage in the baby care segment.
Wipro Lightening and Consumer Care introduced their products in the baby skin-care category, under the
brand name Wipro Soft but the market is still dominated by J&J and it enjoys a very large share.