Chapter Reference
Chapter 6: Proposition and 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 organizations 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?

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