Lord Brand Identity

Introduction

Who is LORD ?

• LORD is currently considered as one of the six major operating market

players, due to the proficiency of its management, through conducting
on-going innovations strategies, which endures the key factors of
maintaining such global success.

• LORD is continuously investing in quality researches and development,

proven by the Bureau VERITAS ISO 9001, and ISO 14001 certifications.

• LORD is cordially upholding a wide flexible spectrum of products for both sex
including traditional double edge, single, twin, and triple blades systems,
cartridges and disposables, and shaving focused cosmetics.

• LORD possesses a marketing acumen that along with the strictly adhered quality
assurance processes can be considered as the driving force behind the
international recognition for its full range of products.

• LORD is producing under its registered brands, as well as fulfilling the need of a
considerable number of the world class retailers on a tailor-made basis, using
the best raw materials, acquired from A-class manufacturers.

• LORD is exporting its range of products to more than 75 countries, due to the
interaction of the previous factors over 75 years of track record, and to Egypt's
geographical location at the crossroads of the African and the Asian continents.

• LORD furnishes its products at competitive rates, along with its outstanding
expertise and responsiveness without trading off between the price and the
quality, and in parallel to sustaining the delivery punctuality
Research problem and Importance

1. What is the brand recall of Lord’s razors brands and their existing image in the
consumer’s mind, especially class A?
2. Should LORD introduce new products targeting class A consumers?

Literature Review

Branding as a concept has been around for many years now. Brands help identify and
differentiate the goods and services of one organization from those of another. From a
customer’s point of view, brands simplify shopping, aid in the processing of information
about products, and make them feel confident of their purchase decision. Managers
have also become aware of the fact that the brand has become an important company
asset, and focus is needed on the creation of brand equity.

Brand identity is a unique set of brand associations that the brand strategist aspires to
create or maintain. These associations represent what the brand stands for and imply a
promise to customers from the organization members.

A brand identity provides direction, purpose and meaning for the brand. It is central to
a brand’s strategic vision and the driver of one of the four principal dimensions of brand
equity:

Associations, which are the heart and soul of the brand

Aspects of Brand

• BRAND IMAGE

How the brand is now perceived

• BRAND IDENTITY

How strategists want the brand to be perceived

• BRAND POSITION
The part of the brand identity and value proposition to be actively communicated
to a target audience

Brand Identity System

A brand’s identity can be viewed from four perspectives:

1. Brand as product

2. Brand as organization

3. Brand as person

4. Brand as symbol

When we view a brand from all these perspectives, it is easier to

develop/reinforce a Value Proposition, Credibility and, ultimately a Relationship
with the customer.
Dimensions of Brand Identity

Brand as Product

• Product Scope

• Product Attributes

• Quality/value

• Uses

• Users

• Country of Origin

Brand as Organization

• innovation,

• consumer concern

• trustworthiness

• Local vs. global

Brand as Person Personality

• genuine,

• energetic,

• rugged

• friend,

• adviser,

Brand as symbol

• Visual imagery and metaphors

• Brand heritage
Research Methodology

Purpose of the study

Purpose of the study is to conduct an exploratory research and semi

structured interviews because we need to understand the brand image in the
consumer mind about Lord.

Secondary Research

The collection of data related to the usage of lord products was necessary
due to the severe competition in the market with the competitors like Gillete
and Bic.

People main concerns was that lord is a low class product which has quality
products and can cause injuries while shaving, this was due a major quality
problem four years ago in lord’s products, however the product has a very
good reputation in the country side and with the C class users

Customer Concerns about lord are respectively high due to the nature of the
brand image about lord which is concentrated as Lord lower class shaving
solution, however the product now is of a very high quality and very good
price, also the product is exported internationally especially in arab countries
such as Jordan and Algeria.

After interviews with decision managers we found out that lord has more
than 12 products with different brand names with almost exactly the same
shaving quality, also the Lord’s Logo is not very visible on do not take much
of interest on the product image, this affects the brand symbol.
Research Design

This study is conducted through interviews in different parts of Alexandria

including Agamy area. The survey will answer the following questions

1) What do you know about Lord?

2) Do you use Lord Razors and why?

3) What is your experience with Lord?

4) What are your major concerns about Lord?

5) What do you think of lord and Axe new offer?

Sampling Plan

The survey was designated to use a random sample of 30 men aging from 18
to 60, the scope of this survey is to gain data from different generations with
different Classes from A to C, the sample will be as follow

10 men between 18 and 60 class A

10 men between 18 and 60 class B

10 men between 18 and 60 class C

Questionnaire

HELLO, I AM A STUDENT AT THE UNIVERSITY OF ARAB ACADEMY FOR

SCIENCE AND TECHNOLOGY, GRADUATE SCHOOL OF BUSINESS, MBA
MAJOR.

THIS QUESTIONNAIRE IS FOR ONE OF MY CLASSES. PLEASE COMPLETE

THIS QUESTIONNAIRE BY ANSWERING ALL QUESTIONS WITH
What do you know about Lord?

Do you use lord razors and why?