P&G Marketing: The Success Principles of a Brand Empire: P&G Marketing

Author: Peng Cheng
Publisher:
Publish Date: 2003-03-01
Features: This book elaborates on various ideas of P&G's brand building from different perspectives: P&G requires each of its brands to be "unique" and must build customer loyalty. At the same time, it introduces P&G's brand extension rules: multi-brand strategy and single-brand strategy. Multiple P&G brands compete in similar products but each has its own strengths, offering consumers different benefits to maintain their respective appeal. "Operating brands as a business," this is P&G's important motto. P&G is a "free-spirited, brand-free country." This book comprehensively analyzes P&G's century-long development history, brand marketing philosophy, and unique management strategies, making it a textbook for corporate marketing.