The paper "The Shared Management And Ownership of Corporate Brands" is a perfect example of a Marketing Case Study. A corporate brand is all about the company, what it does, why it does it and who it serves. Balmer & Gray (2003) say that a corporate brand is about the values, people, processes and practices aimed at meeting consumer expectations. It is the promise that a company gives to its customers and a representation of what customers will expect from the organization. Ropo (2009, p. 11) adds that a corporate brand is the building block for all that an organization does whether internal or external.
Therefore, developing as well as maintaining a strong brand is an essential aspect of a company that works to help it in remaining competitive in the market. It is one thing that requires consistency, functionality, rationality, flexibility, loyalty and competitiveness as ways of ensuring that customers recognize it as a strong brand (Claye, Crawford, Freundt, Lehmann & Meyer 2013, p. 6). Companies need to ensure that their corporate brands are available in all their products, advertisements, media channels and in printed coupons.
It is a method of ensuring that customers understand and can associate with their brand at all the times when purchasing goods from the company. This report presents corporate branding strategies for a multinational corporation named Procter and Gamble Company Limited. A detailed analysis of the company’ s industry, competencies, and capabilities, strategic options available to the company and analysis of the selected organization’ s corporate branding strategies. Industry Analysis, Competencies, and Capabilities Procter and Gamble Company Limited was founded in the year 1837 and incorporated in 1905.
It has five segments operated by global business units (GBUs) namely grooming, beauty, fabric care, home care, baby feminine and family care, and health care. The company’ s products sold in more than one hundred and eighty countries all over the world. The GBUs have the responsibility of coming up with the overall brand strategy of the company. The primary customers for P & G include grocery stores, drug stores, salons distributors, e-commerce businesses, membership club stores, mass merchandisers and department stores (Thomson Reuters 2016, p. 1). P & G Co. operates in a competitive environment with major competitors in the market.
The primary competitors for P & G Company are Johnson & Johnson Company, Kimberly-Clark Corporation and Unilever (Hoovers 2016, p. 1). Currently, the company has divestment in its beauty products that will make it lose its spot as the number one in the beauty as well as personal care player in the industry (Euromonitor International 2015, p. 1). However, the company is making a streamlined portfolio with the expectation of yielding positive reports for the business in the industry. P & G has various capabilities and competencies that enable it to compete effectively in the market.
Hoovers (2016, p. 1) says that boasts of many brands for hair, home, and health and it is the largest maker of consumer goods in the world. P & G Company operates as a leader in different industries including personal care products manufacturing, soap, and other detergent manufacturing and pharmaceutical production. Its products have five global business segments that enable the company to operate and serve as many consumers as possible. In the beauty and grooming segment, the P & G Company also prides in as the best seller of its various products including Gillette, Always, Crest, Fusion, Oral-B, Pantene, Wella, Head & Shoulders, and Braun.
In the household segment, P & G boasts as the best seller globally for products such as Dawn, Duracell, Tide, Pampers, Bounty, Downy, Gain, and Charmin.
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