Brand Associations
The first image of the brand in buyers’ mind is healthy and shiny hair. Pantene’s reputation built on the base of its parent brand P&G, which is a well-known company in the international market. The products became popular in the 1980s, because of the television commercial in which models said: “Don’t hate me because I’m beautiful.” The brand’s best product is Pantene Pro-V, 2-in-1 shampoo plus conditioning formula. It introduced in Taiwan in 1990, and a year later in the USA. There are four types of hair products of the Pantene: Shampoo, Conditioner, 2-in-1 shampoo plus conditioner formula, Hair treatment, and styling products.
Brand Awareness
Pantene’s marketing channels are more able to convey information and knowledge about the brand to the target market, which is why consumers are fully aware of the brand’s characteristics. Pantene has hired the models like Anggun Cipta Sasmi, Gabbi Garcia, Anushka Sharma, K-pop idol Yuri, Nolwenn Leroy, Priyanka Chopra, and Raline Shah as its Brand Ambassadors of the company. It has also used the digital marketing strategies (Facebook, Twitter, Instagram, YouTube Flash Advertisements, etc.). It has developed the company as the top-notch shampoo brand in Indonesia, and share higher market value in that country with the awareness campaigns. Pantene follows the competitive pricing strategy that the prices of the products are same as the prices of the other brands.
Brand Loyalty
Pantene doesn’t focus on the highest price of the products, but it still shares the higher value in the market. Pantene keeps trying to meet the standards of its customers, and people also willing to buy the brand’s product regardless of the price increases. In a general survey, Almost 42% people believed that Pantene’s quality and overall performance is the best as compared to Dove and Sunsilk. Pantene also launched mini sachets for their price-sensitive consumers, which shares a significant increase in the market value. In quality and performance, Pantene beat its rivals like Garnier Fructis, Herbal Essences, Samsol, Tresemme, L’Oreal Paris, Head & Shoulders, and others.
Brand Assets
Hoffmann-La Roche introduced the Pantene in 1945, but Procter & Gamble purchased the product line to complete its beauty products in 1985. Pantene also sells its products on the internet through its E-commerce websites. Pantene has the patent rights of Pro-V formula that makes hair super glossy and shiny, so no competitor would ever steal the method/formula of the shampoo’s ingredients. It is currently available in more than 50 countries including Australia, China, Pakistan, India, France, Taiwan, and many more.
Brand Elements
The brand targets the women all over the world, and its name is the name after the ingredient’s name, Panthenol. The Pantene Pro-V doesn’t mean Protein-vitamins, but it means Pro-Vitamins, which is a substance that converted into a vitamin within an organism. It also has the official website, where the consumers find all the relevant information regarding the shampoo. The shape of the Shampoo’s bottle is cylindrical, and the eye-catching design of the bottle is beautiful.