Magazine article Marketing

Dulux-Owner to Roll out Global Paint Positioning

Magazine article Marketing

Dulux-Owner to Roll out Global Paint Positioning

Article excerpt

AkzoNobel, the owner of Dulux, is to align its portfolio of paint brands under a single 'premium' global positioning, as it looks to inspire consumers to decorate their homes.

The company owns 14 paint brands, including Dulux in the UK and Asia, Coral in Brazil and Flexa in the Netherlands.

Although each brand name will be retained, they will all operate with a single visual identity and positioning based on the strapline 'Let's colour'.

A predominantly dark blue and white logo, with a multi-coloured 'flourish', has been created by branding agency Design Bridge.

The branding has already been rolled out in a handful of markets, including Canada, South East Asia and India, with the UK and Europe to follow over the coming months.

The updated identity will appear in a further 15 markets during 2012.

Sucheta Govil, global head of marketing for decorative paints at AkzoNobel, said the company wanted consumers to alter their perceptions of its paints from products that they 'need' to use to products they 'want' to use.

'Generally speaking, we are not a category that consumers (approach proactively); they tend to paint or decorate when they have to. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.