世界百大品牌  – Rank no.85- US

世界百大品牌 – Rank no.85- US


Top 100 Brand in The World – Rank no.85- Duracell – US

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New
4,645 $m
FMCG
Duracell, the “Trusted Everywhere” battery brand, has been meeting global battery needs for decades, dating back to the first alkaline batteries. The Procter & Gamble-owned brand owns 25 percent of the global battery market share and is regarded as one of P&G’s “Leadership Brands.” The brand faces a big challenge maintaining that leadership position, however. Smartphones, tablets, MP3 players, and other consumer electronics tend to run on their own rechargeable batteries, causing the battery market to decline in recent years. To stem declines, the iconic Copper Top battery maker expanded its product mix with products like the Duracell Powermat, a convenient tool to recharge any gadget. The company recently launched Quantum, a premium sub-brand that it’s calling its most powerful battery to date. Innovation in complementary categories has enabled Duracell to maintain its marketplace presence and remain relevant, including OEM global sales and consulting services. Trust in the brand remains high thanks to key marketing partnerships, including serving as the official battery of the NFL. On social media, Duracell’s community growth exceeds that of its competitors with 4.1 million Facebook likes. Duracell strengthened its emotional connection with consumers through ad campaigns featuring firefighters and other first responders. A related Duracell Power Relief Corporate Citizenship effort has dispatched trucks and trailers to distribute more than 250,000 free batteries to hurricane, blizzard, and other disaster sites.
Duracell
Duracell logo.svg
Product type Batteries and Smart Power Systems
Owner Procter & Gamble
Introduced 1964
Previous owners Mallory Battery Company
Gillette
Tagline Trusted Everywhere
Website www.duracell.com

Duracell is an American brand product line of batteries and smart power systems manufactured by Procter & Gamble.

Additionally, Duracell owns the Procell professional-use brand.

Products[edit]

A Duracell AA battery

Duracell manufactures alkaline batteries in many common sizes, such as AAAAACD, and 9V, but capacity of Duracell batteries can’t be found on the official Duracell site (www.duracell.com). Lesser used sizes such as AAAA (primarily for pagerspenlights, and blood glucose meters) and J size batteries (for hospital devices and photographic strobe flash units) are also manufactured along with a range of “button" batteries using zinc-air, silver-oxide and lithium chemistries, used in calculatorswatcheshearing aids, and other small (mostly medical related) devices. Duracell entered into a brand licensing agreement with flash memory manufacturer Dane-Elec in 2008 for a line of products including memory cardshard drives and USB flash drives with the Duracell brand mark and in the brand’s trademark “copper top" coloring.[2]

Duracell also manufactures specialty batteries, including NiMH rechargeable batteries and batteries for cameraswatches, hearing aids, etc. Their two main battery brands are “CopperTop (Plus)," marketed as longer-lasting, and “Ultra," directed mainly at users of digital devices and devices that need more power. Duracell also has a line of lithium chemistry batteries and products, now manufactured outside of the U.S.

In 2013 the company released a new “Duracell Quantum" line as their top performing product series.[3]

A Duracell Procell AA box with the battery superimposed

A Duracell flashlight from the 1980s

In recent years, Duracell’s innovations expanded to include new battery designs with their prismatic batteries, which are prismatic in shape rather than cylindrical. Prismatic cells were made available in both alkaline and lithium designs. In 2006, Duracell introduced “Power PixTM" batteries with NiOx technology, designed to supply longer life in digital cameras and other high drain devices by up to twice the number of photos typically achievable with alkaline batteries.

Duracell batteries are also bulk packaged for end users under the brand name Procell.

History[edit]

Duracell originated via the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory, who met during the 1920s. TheP.R. Mallory Company of Burlington, Massachusetts, United States, produced mercury batteries for military equipment,[4] trumping thecarbon-zinc batteries used then in virtually all applications. During the 1950s, Kodak introduced cameras with a flash: the design required a new cell size, and size AAA was developed.[4]

In 1964, the term “Duracell" was introduced as a brand. The name is a portmanteau for “durable cell."

The name came from a conversation with A-1 Durable Carpet & Fabric Specialist Inc. and an executive from Mallory Battery which were both from Waterbury CT. The executive called the cleaning company and asked if A-1 Durable Carpet & Fabric Specialist Inc. had a trademark on the name Durable. The executive spoke to the son of the cleaning company, Steven Nobrega. The executive explained how they were thinking of calling a new battery that had a copper cell “Durable Cell" and asked how the name suited the cleaning company. The owner’s son explained that his father was the owner of a franchise originally called “Duraclean". His father had chosen the new cleaning company name for the cleaning company by dropping the clean in “Duraclean" and added able to Dura to keep the name similar. The two of them started playing with the name for the new battery and the executive and owner’s son instantly agreed that Duracell was a better name for the new battery.[citation needed]

P.R. Mallory was acquired by Dart Industries in 1978, which in turn merged with Kraft in 1980. Kohlberg Kravis Roberts bought Duracell in 1988 and took the company public in 1989. It was acquired by Gillette in 1996. In 2005 Procter & Gamble acquired Gillette.

In September 2011, Duracell and Powermat Technologies Ltd. have made a joint venture, called Duracell Powermat, to make small wireless charger for mobile phone and small electronics. P&G will own 55 percent of the joint venture shares and the rest is for Powermat.[5] In March 2012, along with Powermat technologies, Duracell, under the Procter & Gamble cooperate umbrella, funded the Power Matters Alliance(PMA), an alliance of leading industry and governmental organizations, that is dedicated to advancing smart and environmentally sound wireless power.[6] AT&T and Starbucks had announced joining the board of the PMA in October, 2012.[7]

Advertising campaigns[edit]

Duracell’s advertising campaigns in the United States have always outlined the reliability of Duracell batteries, and usually end with a three-note chime highlighting each syllable in the brand name (and previously highlighting the trademark “copper top" portion of the battery’s overlay wrapping). Narrated by actor Jeff Bridges, these campaigns show people using the battery to power the devices they find most important: everything from a Defibrillator to a BrickHouse Child Locator.[8]

Some of Duracell’s most notable advertising campaigns include:

  • Duracell “Trusted Everywhere" “Heart" Campaign[9]
  • Duracell “Trusted Everywhere" “BrickHouse Child Locator" Campaign[10]
  • Duracell “Trusted Everywhere" “Firefighters" Campaign[11]
  • Duracell “Trusted Everywhere" “IMAX: Earth and Space" Campaign.