Internet Activities 13.1 Branding of Major Organizations

Brand Decisions

Chapter Reference

Chapter 13: Branding Decisions


This activity highlights the importance of learning more about how major organizations perceive the importance of branding and their brands.


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.


  • 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?

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