Take a look at the Procter and Gamble website: http://www.eu.pg.com/.

The company is very clearly focused on selling fast moving consumer goods in most of the world’s consumer markets. The website shows a wide range of brands which are promoted by the company.

Questions:

1. How would you describe the branding strategy of Procter and Gamble in the context of the branding strategic decisions which were discussed in the chapter?

2. Take any two products from a range (e.g. Daz and Ariel). How are the brands positioned relative to each other? How does Procter and Gamble avoid the problem of one of its brands competing with another of its brands?

3. Take a look at some of the company’s international websites. What does the selection of brands offered in each national market say about the company’s position in that market? Or about the demographic characteristics of each market?