To Buy Or Launch A Brand?
In the last 20 years, Procter & Gamble, the world’s most magnificent marketing machine, has launched many magnificent brands.
They include: Vicks, Oil of Olay, Pantene, Cover Girl, Noxzema, Clarion, Old Spice, Max Factor, Giorgio, Baby Fresh, Tampax, Iams, Spinbrush, Clairol, Wella and Glide.
Wait a minute, you might be thinking. Didn’t P&G buy Glide from W.L. Gore and Wella from that German company?
That’s right. They did. As a matter of fact, Procter & Gamble bought all of these 16 brands and relaunched them as P&G brands.
That’s what most big companies do. Instead of launching their own brands, they buy them from other companies, sometimes for a lot of money. The Wella deal was worth a reported 6.5 billion euros.
I have a lot of respect for the marketing savvy of the people at P&G. In books and articles, I have commented favorably on the strategies developed for ….Read the rest of this article at www.brandingstrategyinsider.com