The new brand management

Neff, Jack
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps2
Trade Publication
This article discusses implications for the future of brand management. The major implication for the future of brand management may be how Procter & Gamble Co. is launching Reflect.com, which will custom-develop beauty care products from the inside out using a patent-pending system for mass customization model. Brand managers in groups assigned to target African-American, Hispanic and low-income consumers develop marketing programs and even new product and packaging formats specific to their target groups.


Related Articles

  • P&G's Golden Households signal strategy change. Darby, Ian // Campaign;3/16/2001, Issue 11, p25 

    Focuses on the secrecy of the direct marketing program of Procter & Gamble. Reference to the Golden Households project; Appointment of Saatchi & Saatchi to handle the project; Highlight on the use of magazines to establish customer relations.

  • The numbers journey.  // Brand Strategy;Jul/Aug2005, Issue 194, p14 

    Focuses on the investment process of global consumer product manufacturer Procter & Gamble Co. Emphasis given to the marketing spending of the company; Attention in balancing the short term with the long-term brand value and equity; Establishment of a global marketing return of investment center...

  • mt MASTER CLASS.  // Management Today;Oct2008, p22 

    The article explains the concept of product management. The author says that product placement puts consumer durable in line of sight without signaling that advertising is the main goal. He shares that the concept has started in the 1940s, when soap operas nudged viewers in the direction of...

  • Ariel takes detergents war to next level with gel format. Jack, Louise // Marketing Week;5/29/2008, Vol. 31 Issue 22, p3 

    The article reports on the plan of Procter & Gamble Co. (P&G) to launch flagship laundry brand in a next generation gel format in September 2008 in Great Britain. The plan is part of the company's major marketing push as it stages a fightback against the successful launch of Persil Small &...

  • P&G redefines the brand manager. Neff, Jack // Advertising Age;10/13/1997, Vol. 68 Issue 41, p1 

    Focuses on the roles of brand managers in advertising agencies. The brand manager position as being redefined; Former responsibilities; Proctor & Gamble Co.'s efforts to place their television advertising buying and planning account; The loss of brand manager positions at Proctor & Gamble, and...

  • P&G in £12m relaunch of Sunny Delight. Rogers, Daniel // Marketing (00253650);2/14/2002, p2 

    Reports on the relaunch of the Sunny Delight softdrink of Procter & Gamble in a bid to cast off its unhealthy tag. Change in the packaging of the soft drink; Increase in the juice content of all Sunny Delight variants; Allocation for the advertising campaign of the product.

  • Remember Pantene? P&G Sure Hopes You Do. Wong, Elaine // Adweek;6/7/2010, Vol. 51 Issue 23, p20 

    The article examines product management and marketing of Pantene brand shampoo by its manufacturer Procter & Gamble Co. The company has introduced new ingredients for the brand's shampoos, redesigned its packaging and altered its in-store display procedures in the hope of combating an overall...

  • Big guys should stop holding, start managing sibling shops. Johnson, Bradley // Advertising Age;7/9/2001, Vol. 72 Issue 28, p16 

    The author suggests that advertising agency holding companies take a category management approach to agency and marketing services brands. The author cites Procter & Gamble's use of the approach to manage its detergent category. He also focuses on the benefits of such approach in the advertising...

  • Viewpoint: P&G will avoid risks at cost of innovation. Kuczmarski, Thomas D. // Advertising Age;6/12/2000, Vol. 71 Issue 25, p72 

    The article presents the author's recommended initiatives for Procter and Gamble to adopt to create a risk-averse, innovative culture. These are to establish a corporate-level innovation board headed by a chief innovation officer, to build cross-functional innovation teams to focus on...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics