60-Minute Brand Strategist by Idris Mootee

Author:Idris Mootee
Language: eng
Format: epub
Publisher: Wiley
Published: 2013-04-21T16:00:00+00:00

Understanding Architecture and Positioning

P&G’s brand architecture effectively manages the relationships between product, brands, and market segments. Head & Shoulders dominates the dandruff control shampoo category and Pert Plus targets the market for combined shampoo and conditioner. Pantene is positioned as a brand with a technological heritage and the power to enhance hair vitality. These three brands optimize their brand coverage by not being merchandised under a P&G product brand name. The lesson? Avoid a brand association that is incompatible with another offering and may adversely affect its performance.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.