"03. LIFEBUOY BRAND VALUEThe Brand is a name, term, sign or symbol that is having a value in present marketsituation. Unilever,a world famous multinational company was introducing this soapproduct in the year 1895 to the world. It is a first soap that can be used to personal careand household cleaning activities.The brand value of Lifebuoy consists of these four elements.Healthyand fullHygiene Health Cleanactivelifestyle In Lifebuoy’s core band value is providing a healthy and full active lifestyle toconsumers.? CleanMany people believe that clean is a thing that are offering from god. Because of that it isa main core brand value in Lifebuoy.? HygieneHygiene is a problem that are industrial revolution period in Britain. Infections, diarrheaand flu are the common health problems at that time. At that time Britain people think 6 that solution to this problem. Because of that Lifebuoy Soap was helped to that people’shealth problems.? HealthToday modern world health is a very important thing for every person. Because of thatmany people are using soaps to wash their hands. Because of that it is one of the maincore brand value in Lifebuoy.? Healthy and full active lifestyleIn active lifestyle is consist on highly associated in sports and sports groups. Sports canbe developing healthy lifestyle. That is the other core brand value in Lifebuoy. 7 04. BRAND IDENTITYNameLifebuoy is a soap brand that are marketed by Unilever. In the year 1895 Liver brothersin England has introduced this soap to the world. At the early period Lifebuoy is consiston Carbolic and but later they have introduced Carbolic free soaps to the market throughUnilver. Lifebuoy has 120 years’ history and Lifebuoy means a life preserver such as lifesaver.ColorIn the year Lifebuoy soap was converted to brick red color soap bar. After 2002 Lifebuoysoap’s color was made pinkish. In the year 2004 Lifebuoy soap was introduced in whitecolor. DesignIn the year 1990’s Lifebuoy Soap’s shape was changed to soft and round bar soap. Because of the change Lifebuoy soap has very good grip.LogoTill 2002 Lifebuoy soap’s logo was printed on Lifebuoy pack in very small. But in theyear 2004 because of the repositioning strategy Lifebuoy logo was rebuild and the newlogo was designed from italic letters with an ellipse. Ellipse is a symbol in Lifebuoy logothat is defined as a total protection and total care. 8 "