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Monday, March 26, 2007

Brand Extension: Pond’s toothpaste

Pond’s, the popular brand of face cream, didn’t prove to be quite so popular when it applied its name to toothpaste. In a blind test environment, people were not able to differentiate Pond’s toothpaste from that of Colgate.

However, when the Pond’s name and imagery were attached to the toothpaste, no-one was interested. Although Pond’s had successfully extended its brand before (into soap products, for instance), these extensions had all been linked by a similar fragrance. ‘The main attribute of a toothpaste is taste, this mismatch between taste and fragrance created a dissonance in the minds of consumers,’ says Dr M J Xavier, professor of marketing at the Indian Institute of Marketing. ‘To most people Ponds was something to do with fragrance and freshness and used for external application only.’


3 comments:

Manish said...

Hi sir/ma'am, I have just read this article and found it very useful in order to understand Brand extension and its failure.

shakti chavan said...

hi sir/madam ponds has very good reputation or brand loyalty in cosmetics but the brand extension in toothpaste is failed because of its brand identity as a cosmetic product thus the ponds failure may because of its name thus as a marketing student i would suggest they can enter again in the market with new name and positioning for same

vips26 said...

A in-depth Brand Study for failure of Ponds Toothpaste : http://chatbhandaar.brainmaalish.com/ponds-toothpaste-a-failure-owning-to-brand-perception/