IndexIntroductionDiscussionList of referencesIntroductionThis essay analyzed Tide's brand value, including brand awareness and image. It highlighted the lack of uniqueness in Tide's brand associations Tide and how the IMC campaign “It's a Tide Ad” improves this aspect. This essay also shows the important role of advertising in building brand value and creating a successful marketing campaign , was the effectiveness of the TVC "It's a Tide Ad". original essay Discussion Detergent is something you want to use instead of talking about it true, laundry and detergent are not the most interesting things to talk about with your friends or post a tweet, even though detergent is a necessity of our life. In the laundry detergent category, Tide is America's #1 detergent. However, its position was threatened by hundreds of new competitors flooding the market every year. To protect its market position, Tide must strengthen its brand value. Therefore, they came up with a crazy but amazing plan, and the Super Bowl "It's a Tide Ad" was born. Brand value is the value of a brand. It can be used to describe the value of the brand's financial assets on the stock market or how recognizable that brand is in the minds of customers. In the late 1980s, people began to think deeply about brand value and thousands of searches were conducted on the term. Of all of them, Aaker and Keller's brand equity models are the best known. According to Keller, the brand equity model is based on two dimensions: brand awareness and brand image. These things can be created through marketing and brand communications. Brand awareness is how easily your brand is recognized by customers among thousands of other competitors. A brand with strong brand awareness can increase the chances of selling your products because the brand can be considered and stand out from other choices. After 70 years of using aggressive marketing and advertising, while maintaining the famous colorful logo, Tide has built a solid brand awareness that helps them control 25.4% of the market share in the United States, ranking first with over 1017 million US dollars in value. sales in 2018. In addition to brand awareness, brand image is another part of building the brand value model. Brand image is mainly about consumer perception, the impression in the minds of consumers whenever someone mentions the brand. The brand image is built through commercial campaigns and strengthened by their experience in using the products. In this case, the image that customers have in mind whenever they think of Tide is a brand that provides excellent quality products. This image was repeated in every Tide advertisement and authenticated by consumers' clean clothing and 4-star ratings at Walmart. Even though Tide could satisfy all the needs and wants of consumers with a wide variety of detergents (Trang web Tide), Tide still did not have a positive brand image. Because there is no uniqueness in Tide's products and marketing campaign. No matter how great Tide products are, at the end of the day Tide is just a brand of detergent and every detergent does the same thing: clean clothes. Additionally, detergents are a category where every brand uses similar claims to advertise their products. Therefore, Tide.’,