Kao Merit Rebranding: From Family Shampoo to Family Love Shampoo

This episode examines Kao's Merit shampoo rebranding, highlighting how a subtle shift in concept from "family shampoo" to "family love shampoo" revitalized a struggling brand.

It clarifies key marketing terms such as brand, defined by the positive emotions and unique "essence" it evokes in consumers, and branding, which involves activities to reinforce these positive associations and memories.

This also introduces perception change, explaining how redefining a product's value image can fundamentally alter consumer purchasing criteria. Through Merit's successful campaign, which included an impactful animated commercial, the disscusion demonstrates how realigning a brand with deeper consumer emotions can lead to significant sales growth and renewed market relevance.