P&G flexes muscle for global branding

Neff, Jack
June 2002
Advertising Age;6/3/2002, Vol. 73 Issue 22, p53
Trade Publication
The article reports on the global branding strategy of U.S.-based Procter and Gamble Co. The company is taking a more flexible approach to the global branding that has driven its marketing strategy for more than a decade. The company's goal is global brand leadership in the categories in which they do not compete.


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