How to build an enduring brand: 5 lessons from Boroline

Since its launch in 1929, Boroline has steadily grown to become one of India's most enduring brands.  That brand awareness is high is evident from the fact that many of the students in my class all born post 1994 are aware of the tagline "khushbudaar antiseptic cream Boroline", which translates into fragrant antiseptic cream Boroline.  While Boroline enjoys recognition by Indians all over the country, it has strong penetration in East Indian markets. How has GD Pharma, the manufacturer of Boroline built such an enduring brand?

Here are 5 lessons I have taken from the Boroline story-

1.    1.   Keep it simple- as marketers we have learned that the product is the core of our offering to the market.  Boroline exemplifies this important tenet, the formula is simple and unchanged.  A blend of essential oils, paraffin, boric powder and zinc oxide, the formula is no secret, yet it has been difficult to replicate it's success.  The cream accounts for about 60% of the company's revenue and has remained it's flagship brand.  While venturing into brand extension is the path to organic growth for most companies, GD Pharma has kept the boroline brand limited to skin cream. A sensible and practical decision.

Source: https://www.boroline.com/products/boroline.html

2. Stay relevant - as a solution to a common problem faced by people - dryness and skin problems, cuts and bruises, Boroline, is relevant as a healing cream.

3. Clever positioning- a tagline or slogan helps you create brand awareness and enhance recall value while positioning your brand.  In this respect, Boroline has adopted a clever approach.  The following is a summary of a timeline, changing slogans and positioning strategy-

50's -Tender face cream- a cosmetic face cream

60's- Boroline for the skin. The skin needs Boroline. - from a face cream to a multi-purpose cream , cure for dryness

70's- Boroline has no substitute. - an aggressive approach sending a strong message to competitors and wanna be brands

Early 80's- the hardworking cream that protects your skin- going beyond a cosmetic purpose

Late 80's- In a world full of surprises, thank goodness you can count on Boroline - a reliable brand

Early 90's- the original- a bid to counter me-too products

Late 90's- Boroline skin. Healthy skin.- skin care cream (repositioning)

Early 2000- Boroline works wonders- highlighting therapeutic and healing properties

Now- wake up to happy skin with Boroline- building an identity as a night cream

4. Consistency- the brand has been consistent with its packaging.  Its green and white packaging and logo (the elephant signifying steadiness, strength and its quintessential connection with the deity, Ganesha) have largely remained unchanged, making brand recognition quick and easy.  The only major change perhaps is the introduction of a small 10 gram container, a travel / convenience pack. Another respect in which it has been consistent is retaining it's form as a thick skin cream, a concerted move and deliberate attempt not to turn into a skin lotion or hair oil.

5. Sensible diversification - GD Pharma has undertaken diversification and introduced the following products -

Eleen hair oil in the late 90's, suthol antiseptic liquid in 2003 and Penorub pain relieving ointment have all been added to the basket of offerings by the company.  Preceded by “Boroline” the attempt is to associate but not overshadow each of these brands with the Boroline name.