In
this modern era business is very challenging. Customers have lots of option. So,
it is so tough work to create loyal customer and make a good relationship with
them but this is the one and only target of the company and Brand resonance is
the scenario of the bond that customer has with the brand and their engagement level
and impression towards the brand.
Unilever’s
Rin Power White (former name Wheel power white) is a very famous detergent name
in detergent world. It was launched in 1994. They have gotten trust of millions
of household across the world. In Bangladesh they have also their market but they
are competing with many local detergent brands like Tibet, Keya, and Jet and so
on. Now the question is how famous it is and how Bangladeshi customers engage
with it?
In
Bangladesh, Rin detergent powder has 30% market share and they are growing day
by day. People use it as a daily basis product. Many household cannot think
their washing without it. The situation is like detergent means only Rin. By offering
various products Rin has established huge loyal customers.
For establishing Brand
resonance Rin created a good brand salience by their promotional activity where
they use emotional activities where they use family members and sometimes celebrity.
Rin’s tvc shows shiny white clean cloth helps to gives anyone good impression
when they meet someone or give you confidence.
This is the TVC where a
young cricketer got good impression from a team selector after washing his
cloth by Rin.
Rin is fully successful
to show the performance of their products to the customers. They have the world’s
best yellowness removal technology and they really keep promise to their
customers and thus they are making Behavioral
loyal customers. They are the main asset of the company. They are
purchasing Rin frequently without thinking other brands.
Rin has a good competence
value which is people get confidence. Its brand
imagery is so strong.
Rin
did lots of promotional activities to make a good relation and want to make
loyal customer. They did a bill board which was about the remarkable White Wash Victory of Bangladesh cricket
team against Zimbabwe. It was a very famous bill board. They showed how Rin had
a relation with Bangladeshi people and Rin do the same whitewash.
Rin
create attitudinal attachment with
the customers. They love to buy and use this product. In market customers have
lots of option but still they r happy with Rin.
Last
but not the least, an important thing is when Wheel power white become the Rin
Power White customer did not migrate to another brand. Customers took the risk
to use it. So, this is one of the big results of customer loyalty that means
Rin succeed to establish their brand resonance. This is the sign of active
engagements with brand.
In
conclusion, we can say Rin is a successful brand name who establish Brand
Resonance and make a deep picture and feeling in customer’s mind.
http://www.sb.iub.edu.bd/internship/IN.Rep.Sum.2011/0820113%20Nazia%20Sultana%20Working%20Report.pdf
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