Corporate brand value
James R. GregoryCoreBrand
Coca-Cola and Colgate-Palmolive reap huge value from their corporate branding. P&G and others are starting to realise the opportunity.
Consumer packaged goods companies like Unilever, Procter & Gamble and Nestlé have struggled with the idea of full-fledged support of their corporate brands. The main focus of their branding efforts should be where it is - on their product brands. I understand and support that focus but, on the other hand, there is tremendous value to marketing the corporate brand and it doesn't have to take away from product branding. Why then do some...