Individual branding Each brand has a separate name (such as Seven-Up‚ Kool-Aid or Nivea Sun (Beiersdorf))‚ which may compete against other brands from the same company (for example‚ Persil‚ Omo‚ Surf and Lynx are all owned by Unilever). Attitude branding and iconic brands Attitude branding is the choice to represent a larger feeling‚ which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike‚ Starbucks
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Brand development A company has four choices when it comes to developing brands. It can introduce line extensions‚ brand extensions‚ multibrands or new brands. Line extensions Line extensions occur when a company extends existing brand names to new forms‚ colours‚ sizes‚ ingredients or flavours of an existing product category. Thus‚ after generations of keeping true to the original format of KitKat‚ Nestle’s top chocolate bar‚ it successfully extended the two and four finger range to KitKat
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1. Nature of product/service P&G is an American multinational consumer goods company‚ founded in 1837‚ it headquartered in downtown Cincinnati‚ Ohio‚ USA. Its products include household care‚ beauty‚ grooming‚ and personal health care —and are household names around the world‚ including Pampers‚ Gillette‚ Tide‚ Ariel‚ Downy‚ Pantene‚ Head & Shoulders‚ Olay‚ Oral-B‚ Crest‚ Dawn. P&G is the world’s largest and most profitable consumer packaged goods company‚ with nearly $84 billion in sales and more
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’Dhaag achcha hai’. This is in line with the global communication platform of Dirt Is Good‚ which is a communication strategy of Unilever for its premium detergent products‚ sold under various brand names; such as Omo in Brazil and Persil in UK and France. Today‚ Surf Excel leads the Premium Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort‚ a Fabric Conditioner. [edit] Product Range Surf Excel
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abdicating its responsibility to manage what was said about the brand‚ and was putting its multibillion-dollar asset at risk.2 Unilever A leading global manufacturer of packaged consumer goods‚ Unilever operated in the food‚ home‚ and personal care sectors of the economy. Eleven of its brands had annual revenues globally of over $1 billion: Knorr‚ Surf‚ Lipton‚ Omo‚ Sunsilk‚ Dove‚ Blue Band‚ Lux‚ Hellmann’s‚ Becel‚ and the Heartbrand logo‚ a visual identifier on ice cream products. Other brands
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PERSONAL CARE INDUSTRY Subject: Sales Management & Personal Selling PEPSODENT Pepsodent is a brand of toothpaste with a minty flavour derived from Sassafras. The brand is owned by Unilever‚ but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight. The history of Pepsodent goes back at least to the 1920s.It was advertised for its purported properties fighting tooth decay‚ attributed in advertisements
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Presentation of Ben & Jerry’s: Ben & Jerry’s is a very famous ice-cream brand‚ founded in 1978 by Ben Cohen and Jerry Greenfield and is now a division of the British-Dutch Unilever conglomerate. Since it has been bought by Unilever in 2000‚ this brand dominates the ice-cream‚ frozen yogurt‚ sorbet market. This success can be explained by Ben & Jerry’s strategy‚ based on two major points: a strong distribution network (franchised shops‚ large-scale retailing‚ shops)‚ and an efficient
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This report covers the analytical snapshot of famous local jewel brand “Glaxose D”. The brand has remained in the heartland of Pakistani FMCG’s industry since early 1970’s and has passed through many different stages from growth to slump. Currently this brand is facing immense problem of weak and irrelevant brand image‚ due to fading brand health‚ Glaxose D needs to get aggressive attention in order to pop up as a running brand. We have conducted a detailed scrutiny on this brand and the reader
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CASE 33 Marketing to the Bottom of the Pyramid Professor C. K. Prahalad’s seminal publication‚ The Fortune at the Bottom of the Pyramid‚ suggests an enormous market at the “bottom of the pyramid” (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates‚ these “aspirational poor‚” who make up three-fourths of the world’s population‚ represent $14 trillion in purchasing power‚ more than Germany‚ the United Kingdom‚ Italy‚ France‚ and Japan put together. Demographically
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Figure 3 Figure 4 Figure 5 The Public Private Partnership: health and well-being promotion routes Global soap consumption: regional distribution (2000) Developing World Income Pyramid (Annual Income at 1998-2000) P&G turnover by product category 1999 Unilever sales by product category 1999 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Formulations and uses of soaps and non-soapy detergents Fats and oils in main commercial use for soap-making The top 20 global players in the soaps and
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