Brand Relaunching A brand Buliding concept

Re-launching a brand means thinking beyond a new design or a new name. It means, "going deeper." Many a time in marketing, there comes a stage in the life of a brand when it needs to be re-worked and relaunched to take it to a different level. This happens not only for brands which may not be doing well but also for brands that are doing well but would like to do better. Brands go through various stages of evolution in their life and often may need to be restructured and repositioned, revitalised or rejuvenated to improve their sales and market share and profits. Before getting into the methodologies and ways of launching a new brand(or Brand Relauncing), it is important to define the objectives for the relaunch. Some commonly used objectives are:

Is the objective to rejuvenate the brand as a contemporary one, as it is being perceived as dated and traditional? Is the objective to relaunch a brand that has failed due to an inappropriate marketing mix?

Is the objective to relaunch the brand and reposition it for faster growth and market share?

WAYS IN WHICH BRANDS CAN BE RELAUNCHED

The first is to keep all elements of the mix the same but reposition the brand in the minds and hearts of customers. Thus, nothing is done to the product, the pricing or the distribution but the communication and the entire repositioning exercise changes the perceived value of the brand. The elements used would be in the area of the communication mix including the packaging. This approach is usually followed when consumers have accepted the product, found it

affordable and available but do not want to use it because they feel it does not match their needs or aspirations, keeping the psychographics in mind. Another method to relaunch the brand is to change the channel and distribution strategy. Other elements may be working but the distribution channel may be ineffective due to the choice of inappropriate outlets or even ineffective trade margins and marketing strategy. This can be linked with the sales effort, sales organisation and structure. This happens in cases where the product is accepted, its awareness is high but it is not available. There is, therefore, wastage of advertising money. In this case, revamping the distribution structure becomes necessary. The third way to relaunch a brand would be to revamp every element of the marketing mix including the brand name, the product ingredients and pricing, and bring it out with a new price and bring it out as a new avatar. Brand Relauncing is a normal exercise but should be dealt with cautiously. If the brand is doing well because its positioning, distribution and pricing are accepted and it is growing as per the desired objectives, then it is recommended not to tamper with something which is working. Finally, it is important to say that while brand relauncing is implimented , the main objective should be to bring it to a better level in terms of sales, market share and profit than what its current position reflects.

Brand Image- The image A Brand Caries

Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute (brand association ). They will pay the most attention to the attributes that deliver the sought benefits. The market for a product can often be segmented according to the attributes that are salient to different consumer groups. The consumer develops a set of beliefs about where each brand stands on each attribute. These set of beliefs about the brand make up brand image. Brand identity and brand image need to be distinguished. Identity comprises the ways that a company aims to identify or position itself or its product. Image is the way the public perceives the company or its products. Image is affected by many factors beyond the companys control. An effective image does three things:

It establishes the products character and value proposition.It conveys this character in a distinctive way so as not to confuse it with the competitors image.

It delivers emotional power beyond a mental image. The image of a brand may contain different types of associations in memory: attributes benefits and attitudes.

BRANDS ATTRIBUTE ASSOCIATIONS

These are descriptive features, which are used to characterize a product or service. The attributes could be distinguished on the basis of how directly they are related to product or service performance. The product related attributes are ingredients necessary for the products performance. On product related attributes are packaging, user imagery, usage imagery and price.

In the case of Woodland shoes the product related attributes would be: leather that weathers, unique sole, water resistant etc. The non-product related attributes would be: price -1500+; package-green box; useryoung, rugged, tough; usage-outdoors, trekking.

BRANDS BENEFIT ASSOCIATIONS

Functional: These are the outcome of the functions performed by a product of service. These are the intrinsic benefits of consuming a product or service. Mercedes has the functional benefit of sophisticated and ultra modern technology. Experiential: these accrue to the user in the form of feelings. For Mercedes the experiential benefits will be the feeling of a smooth and comfortable ride. Symbolic: These are non intrinsic to the product and correspond to non-product related benefits. For Mercedes it will be the prestige of being a part of a select group.

BRANDS ATTITUDE ASSOCIATIONS

Attitudes determine buying decisions. They refer to overall evaluation of a concept like person, product, object or a brand.

Brand Loyalty A brand Building Concepts

Brand loyalty is the ultimate goal a company sets for a branded product. A companys main question in relation to selling their products or services use do be: How do I get people to buy my product? Nowadays companies still greatly appreciate the answer to this question but they have also realized that getting customers is not the only thing they need to do. In todays rapidly moving world consumers dont stick with products for life. Advertisements and an increased feeling of independence have created consumers that will switch brands or products as soon as the feel the need to do so. What companys look for in this consumer environment is creating a so-called brand loyalty? Brand loyalty is a consumers preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, images, or level of quality at the right price. This perception becomes the foundation for a new buying habit. Consumers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar Brand loyalists have the following mindsets:

I am committed to this brand. I am willing to pay a higher price for this brand over other brands. I will recommend this brand to others.

Loyalty Segmentation:

Loyalty segmentation helps in building strong brands. A market can usually be divided into the following groups:

Non customers: Those who use the competitors brand or are not product class users. Price switchers: Those who are price switchers. The passively loyal: Those who buy out of habit rather than reason. Fence sitters: those who are indifferent between two or more brands. ( these guys sit on the fence and watch - not bothered ) The committed: those who are committed to our brands. (Hard Core Loyal Customers ! These guys are brands Asset ! :) )

The challenges to improve the brands loyalty profile are to increase the number of customers who are not price switchers, to strengthen the fence sitters and committed ties to the brand and to increase the number who would pay more to use the brand or service. Two segments where the companies generally under invest are passively loyal and the committed customers. The passively loyal customers are often taken for granted. At the other end of the spectrum are the highly loyal or committed customers. Firms also tend to take this group for granted. Yet there may be significant potential to increase business from the very loyal. The loyal Marriott customer might be encouraged to select even more than often with a improved portfolio of business support services such as fax machines in rooms. Further there is a risk that loyal customers can be enticed away by a competitor if the performance of the product or service is not improved. For these reasons firms should avoid diverting resources from the loyal core to the non-customers and price switchers. One approach to enhancing the loyalty of fence sitters and the committed is to develop or strengthen their relationship with the brand.

Brand Identity- A Brand building Concept

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. Brand identity should establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits. Brand identity consists of a core identity and an extended identity. The core identity represents the timeless essence of a brand .It is central to both the meaning and success of the brand. It indicates the reasons why the brand as been brought into existence. It contains the associations that are most likely to remain constant as the brand travels to new markets and products. The elements of the core identity remain more resistant to change than the elements of the extended identity. Thus the core identity is timeless while the brand position or the communication strategies might change. It is generally the first word that people behind the brand may utter when asked what the brand stands for:

Lux - Beauty bar for young women Dettol - Antiseptic, protection Johnson&Johnson - Trust and quality a baby needs

The extended brand identity includes elements that provide texture and completeness. The core identity usually does not possess enough detail to perform all of the functions of a brand identity. In particular, a brand identity should help a company decide which program or communication

is effective and which be damaging or off the target. Even a wellthought-out and on-target core identity may ultimately be too ambiguous or incomplete for this task. A brand personality does not often become a part of the core identity. However it can be exactly the right vehicle to add the needed texture and completeness by being a part of the extended identity. It provides the strategist with the opportunity to add full detail to complete the picture. Brand identity consists of twelve dimensions organized around four perspectives:

Brand as a product Brand as an organization Brand as a person

Brand as a symbol

BRAND AS A PRODUCTA
core element of a brands identity is usually its product thrust, which will affect the type of associations that are desirable and feasible. A strong link to a product class means that the brand will be recalled when the product class is cued. A dominant brand will often be the only brand recalled. Band Aid in adhesive bandages i.e. whenever we think of bandages Band Aid is the first thing that comes to our mind. And many a times the consumers use the word Band Aid instead of bandage. Similarly, Bisleri is the word almost synonymous with the mineral water. Whenever one thinks of mineral water Bisleri is the first name that comes to their mind. (Now the leader in this segment is Kinley)

BRAND AS AN ORGANIZATION
The brand as organization perspective focuses on attributes of the organization rather than those of the product or service. The people,

culture, values and programs of the company create such organization attributes as innovation, a drive for quality and concern for the environment. Some brand aspects can be described as product attributes in some contexts and organizational attributes in other contexts. Quality or innovation, for instance could be a product-related attribute if it is based on the design and features of a specific product offering while if it is based on the organizational cultures values and programs it would be an organizational-related attribute. In some cases there can be a combination of the two perspectives. However organizational attributes are more enduring and more resistant to competitive claims than are product attributes because:

It is much easier to copy a product than to copy an organization with unique people, cultures and programs. Organizational attributes usually apply to a set of product classes and a competitor in only one product class may find difficult to compete.

Organizational attributes such as being innovative are hard to communicate and evaluate it is difficult for competitors to demonstrate that they have overcome any perceived gap.

BRAND AS A PERSON
Brand personality is an important area of study for at least two reasons. First, research has shown that a strong brand personality may justify a higher price premium. Moreover, brand personality can play a key role in differentiating a brand in a product category where there is actually little or no difference between products. Prior research indicates that the greater the similarity between a consumers personality characteristics and the characteristics that they believe comprise the brand, the greater the preference for that brand. Brand-as-person perspective suggests a brand identity that is richer and more interesting than one based on product attributes. Like a person, a brand can be perceived as

being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual. FARDEEN KHAN for PROVOGUE - In this case you would associate Fardeen Khan with someone who is cool, trendy, from the upper class, fun loving. With Fardeen khan endorsing for provogue peoples perception about Provogue clothes is also cool, trendy, for people who are fun loving. FARDEEN KHAN for PROVOGUE - In this case you would associate Fardeen Khan with someone who is cool, trendy, from the upper class, fun loving. With Fardeen khan endorsing for provogue peoples perception about Provogue clothes is also cool, trendy, for people who are fun loving. A brand personality can help create a stronger brand in many ways:

It can help create a self-expressive benefit that becomes a vehicle for the customer top express his or her personality. E.g. an Apple user might consider himself to be casual, anti corporate and creative.

Just as human personalities affect relationship between people, brand personality can be the basis of a relationship between the customer and the brand. E.g. Mercedes Benz might be perceived as a upscale, admired person.

It might help communicate a product attribute and thus contribute to a functional benefit. E.g. The strong, energetic personality of the Ambuja man suggests that Ambuja cement is also strong and energetic.

BRAND AS A SYMBOL
A strong symbol can provide cohesion and structure to an identity and make it much easy to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be substantial handicap. Elevating symbols to the status of being part of the brand

identity reflects their potential power. Anything that represents a brand can be a symbol including programs such as the Ronald McDonald house. Symbols involving visual imagery can be memorable and powerful such as the Nikes Swoosh symbol and the McDonalds golden arches. Each strong visual image captures much of its respective brands identity because connections between the symbol and the identity elements have been built up over time. It just takes a glance to be reminded of the brand.

Brand Repositioning and types of Brand Repositioning

Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (antiseptic liquid) was known for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with the parents germkill positioning. The soap, therefore, had to be repositioned as a germ-kill soap (bath for grimy occasions'') and it fared extremely well after repositioning. Here, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises. After examining the repositioning of several brands from the Indian market, the following 9 types of repositioning have been identified. These are: 1. Increasing relevance to the consumer 2. Increasing occasions for use 3. Making the brand serious

4. Falling sales 5. Bringing in new customers 6. Making the brand contemporary 7. Differentiate from other brands 8. Changed market conditions.

It is not always that these nine categories are mutually exclusive. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons.

Lipton Yellow Label Tea:

Lipton Yellow Label Tea was initially positioned as delicious, sophisticated and premium tea for the global citizen. The advertisements also echoed this theme. For instance, all the props and participants in the advertisements were foreign. It is possible that this approach did not find favour with the customers. The repositioning specifically addressed the Indian consumer through an Indian idiom.

Maharaja - the positioning:

Dishwasher in its initial Stages was possibly seen as an exotic product. Thus, Maharaja positioned it as a product aimed at the upper crust. Thus, the positioning statement was your guests get Swiss cheese, Italian Pizza ...... you get stained glassware.'' But Indians are reluctant to use dishwashers because of deeply embedded cultural reasons. Thus, the message had to be changed to appeal to the Indian housewife. Thus the positioning was changed to Bye, Bye Kanta Bai'' indicating that the dishwasher signaled the end of the servant maid's tyranny. The brand,

therefore, was repositioned from a sophisticated, aristocratic product to one that is functional and relevant to the Indian housewife.

Visa Card - the Positioning:

Visa Card had to change its positioning to make itself relevant to customers under changed circumstances. Initially it asked the customer to pay the way the world does'' (1981). This is to give its card an aura of global reach. But as more and more cards were launched on the same theme, to put itself in a different league, it positioned itself as the world's most preferred card'' (1993). To highlight the services it provided, it shifted to the platform of Visa Power (1995). This focus on explaining the range of services available with the card continues till date (Visa Power, go get it).

Brand positioning strategies

A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others.

A number of positioning strategies might be employed in developing a promotional program. The 7 such strategies are discussed below:

POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS

Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)

Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product.

Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsaras toothpaste, could break Colgates stronghold by being the first to claim that it contained clove, which differentiated it from the leader.

Nirma offered the benefit of low price over Hindustan Levers Surf to become a success. Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.

POSITIONING BY PRICE/ QUALITY

Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-

quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective. Parle Bisleri Bada Bisleri, same price ad campaign.

POSITIONING BY USE OR APPLICATION

Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. Surf Excel is positioned as stain remover Surf Excel hena! Also, Clinic All Clear Dare to wear Black.

POSITIONING BY PRODUCT CLASS

Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits.

POSITIONING BY PRODUCT USER

Positioning a product by associating it with a particular user or group of users is yet another approach. Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been positioned.

POSITIONING BY COMPETITOR
Competitors may be as important to positioning strategy as a firms own product or services. In todays market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. neighbours Envy, Owners Pride.

POSITIONING BY CULTURAL SYMBOLS

An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors.

Brand Pyramid the branding concept

At the top of the pyramid is the brand that exists at the top of the customers mind. This is the happy and the most desired condition that any marketer seeks.

Example: Say when we think of online search engines what is the first brand that comes into your mind? This is "Top of The Mind" This the the place that always stays deep within you and you always tend to stick to the brands that are top of the mind. You may hesitate shifting the brands as they are now very much part of your desire. So for me when i think of it its "GOOGLE", So is for you ! The next level is of all the other brands that are recalled by the customer in an unaided form.(brand awareness) The customer is asked to recall as many brands as he or she is able to whenever one thinks of a product. Example: Now i ask you what other brands that you can thnk when it comes to Search Engines? So the brands that you can name first now is due to the awarness that it has created. Say "Yahoo !" , This is one brand that comes next after "GOOGLE" , so the posibility of "Yahoo !" one day becoming your top of the mind brand is high ! Brand recognition is the third level and perhaps the lowest level. And also known as brand recall. Here customers are aided in recalling or recognizing brands or associating brands with a product class. This is important at the point of purchase. The contribution of awareness to building up equity for the brand can be gauged by the fact that high awareness creates associations in the customers mind. He or she is able to associate different images with the brand and this in turn can help generate a customers liking for it. It can also lead to a large base of committed customers, and all these benefits in turn will help the firm have more leverage in the market place.

Brand Awareness A Brand building concept

wareness refers to the strength of a brands presence in the consumers mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind.

Recognitions reflect familiarity gained from past exposure. Recognition does not necessarily involve remembering where the brand was encountered before why it differs from other brands or even what the brands product class is. It is simply remembering that there was a past exposure to the brand. When consumers see a brand and remember that they have seen it before they realize that the company is spending money to support the brand. Since it is generally believed that companies will not spend money on products consumers take their recognition as a signal that the brand is good.

Many companies, especially while introducing a new product in the market find that sales cannot be sustained without constant advertising. Sales charts always show a meteoric rise post-advertising burst. Companies often rerun advertisement on different channels over the year to sustain the brand awareness and ensure that the consumers are exposed to the brand.
Complan repeats the same TV commercials for different target markets over a period of time to ensure brand recall and visibility.

Factors Affecting Brand Awareness

Brand Awareness refers to the strength of a brands presence in the consumers mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Some of the major factors affecting brand awareness are: Brand Name: One of the most important factor affecting brand awareness is the brand name. Brand name plays an important part in creating awareness for a brand. Also whether the name is really very meaningful or completely baseless they both affect brand awareness. Bacardi Breezers - flavoured aerated vodka based drink

Fevi Stik - adhesive Centre Shock chewing gum. Advertising: Advertising also helps to create Brand awareness in a big way. Take any brand name Fevicol, Vicks, Pepsi all have used ads for creating awareness among their consumers. Celebrity:- Another important factor affecting Brand awareness is the celebrities endorsing the Brand. Whenever you see a celebrity you love endorsing a brand you tend to propagate the Brand. Coca Cola experienced a tremendous increase in brand following post ad campaigns with Hrithik Roshan and Kaho Na Pyaar Hai. Parent Company:- To a large extent the parent company helps in promoting a brand. The parent company in many cases is so popular that its brand automatically become popular and people become aware about the product. TATA always promotes it brand with its name along with the brand such as TATA INDICA, TATA INDIGO, TATA SALT. Sales Promotions And Offers: - It also helps in making the consumers aware of the brand. Some of the sales promotion activities that companies carry out help them in a big way to make their target aware of the brand. Reliance India Mobiles Monsoon Hungama offer, wherein they offered their WLL services at an affordable price. 1st Mover Advantage: - Usually the company that enters a product category first has good awareness about its brand. Usually people tend to remember the first player to enter the market.
Parle products BISLERI in the packaged water segment.

Public Relations: - The coverage that the fourth estate and magazines provide a brand also helps in building awareness about a brand.
The popularity of local restaurants such as J.W.Marriot has been boosted by the page 3 mentions in the Bombay Times supplement of The Times of India.

Direct Selling: - Some of the companies use direct selling as a platform to create brand awareness.
Eureka Forbes water filter AQUA GUARD.

Peer Group Opinion: - Peer group opinion also plays an important part in the whole brand awareness exercise. Usually people tend to discuss a lot about the brand and tend to share their experiences or some recent ads they have seen which in turn increases brand awareness of their peers.
When opting for cellular network services (irrespective of prepaid or billing), most people generally go by the opinions of their friends and colleagues.

Recall Of Ads: - In some cases the brand awareness is also high due to specific ad recall, which is very high.
Amaron battery advertisement of race between tortoise and rabbit with the tagline LAST LONG REALLY LONG .

Brand Recall- A Brand building Concept

A brand(Bisleri) is said to have recall if it comes to consumers minds when its product class (mineral water) is mentioned. It indicates stronger brand position in the mind. Still at a higher level is the top of the mind recall; it is the brand, which comes first to the mind. The top of mind awareness indicates a relative superiority a brand enjoys above others. Sometimes a brand becomes so dominant that it becomes the only recalled brand in the product category. Very few brands are able to achieve dominance. The cases may include Johnson & Johnson baby powder, Dettol antiseptic, Colgate and Cadbury

The associations consumers make with brand support brand equity. These associations may include product attributes, a celebrity spokesperson or a symbol.

Brand Association- A Brand building Concept

Brand associations are driven by brand identity-what the organization wants the brand to stand for in the consumers mind. A key to brand building then is to develop and implement brand identity One key to successful brand building is to develop a brand identity- to know what the brand stands for and to effectively express that identity.
Hyundai Santro has clearly positioned itself as the sunshine car and endorsed Preity Zinta known for her bubbly personality to match their positioning statement.

Invariably all brands come to acquire a meaning in the mind of the customer. Customers associate different dimensions of the product including its use and use situations to the brands. Brand association, therefore, is anything linked to the memory of a brand. Thus a jingle like Happy days are here again has been associated in the customers mind with Thumps Up. Surf is linked with the economy-minded middle class housewife- Lalitaji in the advertisements.
The name Tata is associated with quality. It is important to know how strong this association is and for a family name like this, which are the products with which this association is the strongest.

Brand Postioning- A Brand building Concept

A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Positioning is a concept, which is commonly seen in marketing. "Positioning is the act of designing the companys offerings and image to occupy a distinctive place in the target markets mind. The essence of brand positioning is achievement of valued distinction/differentiation in a consumers mind.

The perceived differentiation takes care of the competitive angle and the value aspect takes care of customer motivation e.g. Perk is positioned as a substitute for a snack, which can be, had anywhere, anytime. A brand must create an association and cling on to it. The bottom line for a position is that it must be valuable, credible, distinctive and suitable for the product in question. The strategy to differentiate the brand or product is to place it in an appropriate cell of the human mind so that whenever the customer recalls the product, the firms brand is the first to be recalled. This strategy is called Positioning.
Positioning is not what you do to a product. But what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

Whether a brand owns a position or not could easily be found by a simple word association or word which immediately springs to mind as and when the brand is thought for when the word is thought of, the brand is recalled immediately. Some of the well-positioned brands are:

Raymonds: The Complete Man Fair and lovely: Fairness Woodland: Tough Shoes Dettol: Antiseptic Captain cook: Free Flow Salt