UAT & Brand Equity of Lysol

Colleen R. Brown

CM-502

Dr. Lori Bindig

11/4/14

Blog # 2

UAT & Brand Equity of Lysol

Bhargava say that, “ personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. “ (80) He says that a company’s brand must include these three elements and they must be operated together to determine the core elements of its personality. According to Bhargava a brand must be able to, find an uncontested space, position itself, create a twist and think outside its region. (85-86)
Lysol has been able to produce these core aspects over the years, which has helped to solidify their existence.  According to Wikipedia in its early years Lysol began as an antiseptic disinfectant spray that helped fight off cholera. The company then advertised the disinfectant spray to fight off influenza during the Spanish flu pandemic. They also began to produce a feminine hygiene product that was used as a birth control and a germicide that fought unhealthy organisms, which caused infections in the vagina. As you can see the company’s idea of the perfect product is one that will be useful in the present time. Lysol’s website says, “since introducing our first disinfectant to help end a cholera epidemic, we’ve steadily expanded and improved our products to meet the world’s ever-changing needs.”

The company has positioned itself by creating a multi facet product that can be utilized in various ways. Its line of products has been an integral part of households, organizations and schools around the world. Lysol has created line extensions that kill germs no matter what kind they are. It has found a way to serve the needs of the world because everyone needs a cleaner that can effectively kill bacteria while proving to be a safe house hold product.

The brand is authentic because it displays the four areas in which Bhargava says depicts authenticity. It defines a credible heritage, demonstrates passion and beliefs, fosters individuals instead of people and has motives beyond profit. The story behind the brand says that this is a company who prides itself in producing the best germ-fighting product around because it keeps finding ways to make them better. It believes in producing products that will have a lasting impression on patrons by helping them to live healthy lives by practicing healthy habits.  It makes through extensive efforts to educate people about germs and what they can do to prevent them.

According to Wikipedia, Lysol has been able to service outside its region through distribution channels and being owned by RB plc (formerly Rickett Becknisser) that has helped them become part of multinational company that produces health, hygiene and home products and their products are sold in over 200 countries. Because Lysol is sold in so many countries, it’s been able to become a highly visible product on the market. It has been exposed to many patrons and potential patrons around the world who have used the products and found that they have liked it and have talked with their family, friends, colleagues and others about it because of its ability to prevent germs from spreading. According to their website,  “Lysol^® has partnered with the National Education Association (NEA) and National Parent Teacher Association (PTA), with health messages from the CDC, to launch the Healthy Habits Program. Working together, we have developed materials to educate students on proper hand washing and other techniques to keep germs from spreading and reduce sick days.”

This brand is meaningful because it takes into consideration the health of families, schools and other organizations and it helps to reduce the effects and spreading of those viruses, infections, and other germs that may be on the rise.  Its different because its part of a company that promotes and helps to preserve the well being of individuals around the world by producing products that are safe and innovative and the have an educational program that helps to educate their consumers about topics to help them live healthy meaningful lives. The brand is salient because Lysol partners with other companies to make their brand visible so that it comes to mind fast. It helps its brand equity because of its ability to build strong brand associations to predispose consumers to choose their brand over another. According to our guest speaker Ms Valdez, this what constitutes how salient a company is. It compares to Bhargava’s UAT filter because companies have to think about the filters as one whole in order to arrive at a deliverable accepted outcome that drives people to the business.

They are different because the UAT filter should be used in your beginning process of beginning your brand and brand equity helps to maintain in which helps when developing the value proposition.
Value proposition helps readers to decide whether or not they will keep reading the information about your product or move to the next thing they see.  Lysol is well established so its in value position has been maintained and people want to know more about their products when new information has become available.

Overall Lysol’s personality is in good standing. From the readings they have followed the UAT Filter and have been successful at building and banding their brand equity. It definitely matches the brands mission and goals.

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