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1、ProcterandGamble-Corporatebrandingvsmulti-brandingProcterandGamble(P&G)istheAmerican,fast-movingconsumergoodscompanybehindmanybrandsyouarelikelytohavelyingaroundyourhouse:Ariel,Bounty,PringlesandGillette一justtonameafew.Thesebrandsareprobablyfamiliartoyou.Hence,theirstrategytodateofpromoting
2、multiplebrandstotargetdifferentmarketsegmentshasbeenhighlyeffective.However,thishashithertobeenatthatexpenseofpromotingtheircorporatebrand・Thus,P&Ghavereviewedtheirpromotionalmix;now,thecompanyplanstopromotetheircorporationsenvironmentalcredentialsthroughT.V.advertisingintheU.K.Theirbeliefi
3、sthatifconsumersperceiveP&Gtobeagreencompany,thentheywillactivelyseekouttheirbrands-Thiscoincideswiththelauchoftheirnewenvironmentalsustainabilityvision.Simply,P&Garemovingawayfromamutli-brandstrategytoacorporatebrandingstrategy.Butsurelythereareadvantagesanddrawbacksofeachapproach?Firstly,
4、whathasmadeP&Gsosuccessful?Asmentionedbefore,effectivemulti-brandingistheanswer.ThisallowsP&Gtotailordifferentfeaturesthatappealtodifferentconsumers-noteinthepictureabove:theymanufacturebothHeiid&ShouldersandPanteneshampoo.Asaresultofthis,thecompanycantakeadifferentiatedapproachtomarketing.
5、Thus,long-termrelationshipsciredevelopedwithcustomersbycloselysatisfyingtheirwantsandneedswithproductsthathaveacompetitiveadvantageovertheircompetitors.AlthoughP&Ghaveovercomethemostcommondrawbackofusingamulti-brandstrategy-thateachbrandmayonlyobtainasmallmarketshare-theydosufferfromalackof
6、corporatepublicity.UnlikeP&G,UnileverandReckittBeckinser,theirmajorcompetitors,havealreadystartedtopromotetheircorporatebrand-asopposedtotheirproducts'.Unileverdistinctivelydisplaytheirlogoontheiradvertisements;whileReckittBeckinserhasstartedtoraisetheircorporatepublicityamongstudentstohigh
7、lightthegraduatejobopportunitiestheyoffer.SoalreadyP&Gareplayingcatch-upwiththeirmicro-environment.Thismeansthatabove-the-linepromotionisneeded,intheformofadvertiseinents,toquicklyraisetheircorporateprofile.Thiswouldaccountforthecreativeadvertising,below
