MK 334 Lecture Notes - Brand Equity, List Of Unilever Brands, Breyers
Document Summary
A brand is a name, term, sign, symbol, or design, or a combination of them. A brand is intended to identify the goods and services of one seller as well as differentiate these goods and services from those of its" competitors. A brand also creates a certain amount of awareness, reputation, and prominence in the marketplace. Unilever wants fewer brands because with the company"s brand portfolio growing in a laissez-faire manner, this created problems of control. For example, with ice cream, unilever was the world"s largest producer but lacked a unified global identity. It produced ice cream under several different brand names such as wall"s, algida, langnese, kibon, ola, ben & By narrowing their number of brands, there would now be a global brand unit for each masterbrand, entrusted with responsibility for creating its global vision and charged with inspiring cooperation from all geographic markets.
