Philips first created its logo featuring waves and stars in 1926, which was later enclosed in a shield with a circle and word mark in 1930 to create a unique trademark. Philips manufactures over 50,000 products across 100 countries, having been granted over 165,000 patents. In the 1970s and 1980s, Philips faced competition from Japanese electronics companies and had to close less profitable factories. It later rebranded with the slogan "Let's make things better" but realized this did not convey the quality of its products. After consumer research, Philips rebranded as "Sense and Simplicity" to emphasize ease of use over technology. This rebranding has led to 5% growth in Philips'

4. Branding of Philips started in 1926
when Anton Philips created a logo
featuring waves and stars.
In 1930 the waves and stars were
enclosed in a shield including a circle
and word mark to find a trademark
unique to Philips.

7. • Very well known for its technological
prowess and ability to innovate.
• So far has had more than 165,000
granted patents including X-ray
tubes, radios, pioneering shavers,
very first audio and video cassettes.

8. • Philips manufactures more than 50,000 products across 100
countries.
• Aims to improve people’s lives through its products.

10. • Between 1970 and 1995,Philips faced tough
competition from up-and-coming Japanese
electronics companies which cut into its market
share.
• Because of their large automated plants, they
flooded the market with their inexpensive
products

11. • To survive, Philips had to close its less profitable factories and start creating
larger and more effective units.
• The company also closed its business units in defence and home appliances that
were not directly related to its core business.

12. • Philips initiated a branding campaign “Lets make things better”, to become a global brand and champion the
idea that technology will improve people’s lives.

13. • The management however soon realised that the
campaign did not convey the design excellence
or technical superiority of its products.

14. • Conducted a survey of more than 1,650
consumers and 180 companies to measure
the brand equity and the direction in which
it should head in the future.

15. • Discovered that its target group consisted of
consumers in the age group of 35-55 who
disliked the unnecessary hassle of new
technology and valued simplicity and
efficiency in all fields.

16. • And so rebranded itself. The new campaign was called “Sense and Simplicity”.
• The emphasis shifted to the benefits of technology without the hassle of understanding
the technology.

17. The campaign was based on three
premises
• Products should be consumer oriented
• They should be easy to experience
• They are advanced

18. • The new brand positioning has been successful and in 2014 the company realized a 5
percent growth in total brand value.

21. • Created by Mohammed Junaid Iqbal, VIT Vellore, during a marketing internship under Prof Sameer Mathur,
IIM Lucknow.
Sameer Mathur
BuddingMarkets.com
Indian Institute of Management,
Lucknow.

22. Sameer Mathur
BuddingMarkets.com
Ph.D. and M.S. (Marketing) 2003 – 2009
Indian Institute of Management,
Lucknow
• Created by Mohammed Junaid Iqbal, VIT Vellore, during a marketing internship under Prof Sameer Mathur,
IIM Lucknow.