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CASE STUDY on P&G - Branding
The Ten Commandments of Effective Brand Building –
As Inspired by the Proctor & Gamble Experience
THE WINNING STRATEGIES THAT BUILT A BRAND POWERHOUSE
Proctor & Gamble is one of the world’s largest and most influential companies – the maker of numerous billion-dollar brands that have helped shape the way millions of people live today. Brands like Tide, Crest, Ivory, and Pampers have become household names in modern consumer culture – and legends in the annals of brand-building history.
This article is inspired by the fascinating tale of P&G’s 165 year journey : how it grew from a two-man soap and candle maker in 1837 into a $40 billion global brand powerhouse, employing over 100,000 people in 80 countries (as of 2003-2004). This story reveals the principles and practices of brand building Proctor & Gamble style : how the company learned – through trial, error, and breakthrough successes – to consistently anticipate and satisfy consumer needs.
From the birth and evolution of brand giants like Ivory, Tide, and Crest to lessons learnt from product disasters like Olestra, and from intense global competition to the diaper wars, the story reveals insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building.
From a powerful belief in doing the right thing to an unparalleled passion for winning to a laser like focus on consumer needs, the authors have narrated the powerful arsenal of branding principles Proctor & Gamble has built over the years. A compelling and candid account of hard-won, sustained success, this story is also a strategic guide – taken straight from the playbook of the brand master – to delivering superior consumer value.