Procter & Gamble Brand Architecture Strategy

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Procter & Gamble has developed one of the most sophisticated brand architecture systems in the consumer goods industry. The company organizes its vast portfolio through a clear hierarchical structure that includes corporate brands, product brands, and sub-brands.

The P&G brand architecture is built around several key principles: brand differentiation, market segmentation, and consumer understanding. Each brand serves a specific purpose and targets distinct consumer needs across different product categories.

At the corporate level, Procter & Gamble maintains a strong master brand identity while allowing individual product brands to develop their own unique positioning and personality. This approach enables P&G to maintain corporate credibility while giving individual brands the flexibility to compete effectively in their respective markets.

The architecture includes global power brands like Tide, Pampers, Gillette, and Oral-B, which operate across multiple markets and categories. These brands benefit from significant R&D investment and global marketing support while maintaining local relevance through product adaptations and marketing strategies.