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Executive Summary Lifebuoy's trajectory from a declining, carbolic-scented soap bar to the world's number one selling germ-protection soap and a €1 billion brand represents one of the most analytically compelling cases of purpose-driven brand strategy executed at commercial scale. Unilever's deliberate repositioning of Lifebuoy as a behaviour-change platform — rather than merely a hygiene product — in emerging markets produced documented gains in brand equity, consumer reach,