Arm and Hammer Brand Analysis

Evolution

● The Logo of Arm & Hammer dates back to the 1800's

● The company began by selling baking soda as well as washing soda

● In the 1970's the company expanded to sell toothpaste, underarm deodorant, cat litter, and laundry detergent.

Values

● The company is dedicated to providing strong and effective product to it's consumers for “all of life's little messes.

Brand Identity

● The company's motto is “The Standard of Purity”

● Purity refers to the products which the company sells to make things clean again.

Personality

● The symbol of the Arm and the Hammer represents strength and power.

● This connects with the customer because these things appeal to the people.

● When cleaning, a product that is strong and powerful against a mess is good.

Logo

● The company's logo is an Arm and a Hammer, signifying strength and power, these make sense because the products are made to clean up things.

● The logo is a reference to the Roman God, Vulcan, the God of Fire and Metalworking.

Tagline

● Arm & Hammer's logo is “The Standard of Purity”

● By saying that it is the standard of purity, it differentiate itself from the competition by obtaining the position of supremacy in the mind of the consumer.

● Purity could be a subtle gesture at the history with cleaning products that the company has.

Advertising

● Arm & Hammer does not attempt to appeal to a sense of glamor, instead it touches on the need of the average person to have a product that is both practical and effective.

● Arm & Hammer advertises by showing how it's product would be used in an everyday sort of manner, from baking soda to cat litter, Arm & Hammer wants consumers to believe that if there is a smell that needs masking, Arm & Hammer is there to mask it.

Outreach

● Arm & Hammer maintains a presence of facebook where it has over 500,000 likes.

● Arm & Hammer does not maintain a presence on any other social media sites.

● Arm & Hammer has sponsored sweepstakes for customers to donate to a charity of their choice.

S.W.O.T.

● Strengths: Arm & Hammer has a loyal customer base and a solid reputation as a dependable cleaning product.

● Weaknesses: Arm & Hammer suffers from a lack of involvement in the community.

● Opportunities: Arm & Hammer has the ability to achieve the mantle of supreme quality in cleaning products.

● Weaknesses: The company's customer base was very large a few decades ago, but is now shrinking and the company needs to establish itself with a younger demographic or risk losing relevance.

Sources

● http://en.wikipedia.org/wiki/Arm_%26_Hammer

● http://www.youtube.com/watch?v=s6LP_MCklE4

● http://www.prnewswire.com/news-releases/arm--hammer-celebrates-cats-dual-personalities-with-new-double-take-contest-125407283.html

● http://www.armandhammer.com/

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Travis Green1st Hour

Mr.Hunter