Chapter Reference

Chapter 13: 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.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