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Good Knight

Goodknight is an Indian brand of mosquito repellents. It uses the name and logo to convey its function of mosquito protection. It has different product lines for indoor electric, outdoor non-electric, and outdoor personal use. Goodknight's slogans emphasize protecting happy moments rather than killing mosquitoes. It recently updated its packaging and signage to have a fresh, contemporary look that reflects its brand promise of protecting happy moments in 3 sentences or less.

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Akhil Yadav
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190 views

Good Knight

Goodknight is an Indian brand of mosquito repellents. It uses the name and logo to convey its function of mosquito protection. It has different product lines for indoor electric, outdoor non-electric, and outdoor personal use. Goodknight's slogans emphasize protecting happy moments rather than killing mosquitoes. It recently updated its packaging and signage to have a fresh, contemporary look that reflects its brand promise of protecting happy moments in 3 sentences or less.

Uploaded by

Akhil Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Brand Elements

1.Name/URL:

Goodknight/www.goodknight.in
Good Knight as a Brand Name is based on its for its Functions/Attributes i.e.
Mosquito Repellent.

2.Logos/Symbol:

Good Knight is synonymous with mats and coils. It has launched its products
under 3 different categories, but all different line of product are categorized
under similar logo while targeting different Customers.

3.Characters:

1. In-Door Electric: Technologically Superior, Dual-Mode, Silver


Mode, Xpress System.
2. Out-Door-Non-Electric: Fast Card, Low Smoke Coil.
3. Outdoor: Personal Repellent, Fabric Roll-On.

4.Slogans/Jingles:
Every other Brands talks about killing mosquitos; Good Knight feels it
simply needs to state that it protects against them. Starting with its
"Great night begins with Good Knight to "Protecting happy
moments".

5.

Packages/Signage

Good Knight have upgraded to a fresh and contemporary identity that


is both visually superior and highly differentiated. The new looks
clearly reflects the brand promise protecting happy moments".
Criterion

Brand
name/
URL

Logo /
symbols

Character
s

Slogans/
jingles

Packaging /
signage

Memorable

Recall &
Recognized

Recognized

Recognized

Recall &
Recognized

Recognized

Meaningfu
l

Persuasive

Recall &
Recognized

Personality

Recall &
Recognized

Persuasive

Likable

Verbal
imagery

Visual appeal

Human
qualities

Verbal
imagery

Verbal & visual

Transferab
le

excellent

good

Limited

good

good

Adaptable

Flexible

redesigned

Redesigne
d

modified

redesigned

Protectabl
e

Good /
limits

Good

Good

excellent

difficult

Brand Values
There is a stark difference between Goodknight and other brands in this category.
Every other brand talks of killing mosquitoes; Goodknight feels it simply needs to
state that it protects against them. This non-violence, in a manner of speaking, is at
the heart of its brand values. The brand sees itself as a safe, gentle, effective,
dependable and unobtrusive protector in complete harm

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