Branding Decisions
Overview
This activity highlights the importance of learning more about how major organizations perceive the importance of branding and their brands.
Activity
Look at Unilever, Kraft or P&G to explore why they use branding. These umbrella food companies are similar in terms of their types of offering and their target consumers.
Consider:
- How do these brands try to differentiate themselves from each other?
- How do their brand portfolios compare to each other?
- Why do these large organisations have so many different brands (as opposed to having a few umbrella brands)?
- What is each company’s corporate strategy and how does this link to their branding strategy?
Visit the following websites:
http://www.unilever.co.uk
http://www.kraftfoodsgroup.com/home/index.aspx
http://www.pg.com/en_UK/
Brands:
http://www.unilever.co.uk/brands-in-action/view-brands.aspx
http://www.kraftheinzcompany.com/brands.html
http://www.pg.co.uk/our_brands?filterdata=All-Brands