Know-How Exchange : Branding

Target has done a fantastic job of branding in a more traditional sense, in my humble opinion.

Another consumer-centric company is Bud.

Hi,
Look at the HOTEL industry and the way they are creating BRANDS.
Some stay very classic, like Hyatt, Ritz Carlton, Hilton...
Others go wild with: W hotels, the Creation of Aloft, etc...
Classic brands like Coke Cola.
Whereas you have aggressive brands like Red Bull.
The difference?
Regards,
W

You can look at any Consumer Products Company like P & G, Pepsi Co,Unilever,Kellogg,General Mills .Their approach to branding is traditional and classic.
Hope that helps and if not ask for more.

I am a passionate student of branding.Would love to see your dissertation if you are able to share.

P&G invented branding and positioning
and they are still doing it the same way

Naomi...

How about looking at Unilever - they have a number of very old-established brands (and have acquired even more over the years.) Their brand names include Persil, Bovril, Walls, Dove, Cif, Birds Eye (although they're thinking of selling off that brand at present!) and many more. Many of these brands they have developed to meet changing needs in different international markets. I think you might find plenty of material there!

Here's the link to their UK website on brands:
https://www.unilever.co.uk/ourbrands/default.asp and here's the link to the international equivalent:
https://www.unilever.com/ourbrands/

And ther's a book by Geoffrey Jones on the history of Unilever that you might find useful too: "Renewing Unilever: Transformation and Tradition" (ISBN: 0199269440) available from Amazon if the Uni library doesn't have a copy:
https://www.amazon.co.uk/exec/obidos/ASIN/0199269440/marketingpoin-21?creat...

Good luck with the dissertation,
Bob