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ODP, PPTX4,257 views

Arm and hammer evaluation

The Arm & Hammer brand began in the 1800s selling baking soda and has since expanded into other cleaning products. Its logo of an arm and hammer represents strength and purity in cleaning. While its advertising focuses on practical effectiveness over glamor, it also maintains a large online following through Facebook. However, the brand risks losing relevance among younger consumers. It has an opportunity to strengthen community involvement and expand its customer base.

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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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