BMW Marketing: High-End Market Positioning Strategy: BMW Marketing

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