Unilever is advancing plans to build its name into a brand.

As reported in the summer [WAMN: 11-Jun-02], the Anglo-Dutch fmcg giant is trying to turn its corporate identity into an ‘umbrella brand’ to be used alongside the names of the many products it manufactures.

It is now reportedly developing a consumer-friendly version of its ‘U’ symbol – to be created by Wolff Olins – for insertion on its packaging from mid-2003.

The news comes amid strong sales growth at Unilever's biggest brands, following an increase in advertising and promotion spend.

Unilever expects sales at its 400 leading brands – now the focus of its business under the ‘path to growth’ programme – to jump 6% in the last three months of the year, up from the 5.4% increase in the previous quarter.

That leaves it in on course to meet or exceed its target of 4.5% to 5% growth at its top products in 2002. When all Unilever’s brands are included, underlying sales are predicted to rise 3.5% to 4% for the year.

Data sourced from: multiple sources; additional content by WARC staff