P&G's Brand Management System
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"The brand-management aura has propagated one of the biggest myths about P&G, that it does nothing but influence consumers to buy the company's products. P&G has always been misunderstood as a marketing company. The fact is that P&G's fortunes have been built on product innovation. Brand management is an integral aspect of it, and it's the way the business is managed."1
- John Smale, Former Chairman, P&G.
"Our brand is our bond with consumers. When we succeed, we convert a trademark into a trustmark, and another P&G brand becomes a valued and trusted member of the household."2
- John Lafley, President & CEO, P&G.
1] In the article titled "1931 Memo First Devised Role of the 'Brand Man,'" by Cliff Peale, The Cincinnati Enquirer, May 20, 2001.
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