Multiple Branding Strategy at Unilever

Paper Summary:

Multiple branding is a marketing strategy of many major companies. Unilever, one of the world's largest producers of consumer goods, is one company that uses the strategy for many of its product types. To consider why this marketing strategy is effective, its usefulness is described for Unilever's washing detergent products. This begins with a description of the various brands and their characteristics. It is followed by a discussion of how this multiple branding assists the company.

From the Paper:

"Unilever produces several washing detergent products, each one with different features and a different target consumer. Omo is the major washing detergent brand, with annual sales of over $2 billion. The 2002 Annual Report notes that Omo is positioned "as a brand for mothers and their families" (Unilever, Annual Report 31). Surf is the second largest laundry detergent product, and is positioned as a good product at a value price. Persil is another brand of washing detergent, and is especially designed to be gentle on the skin. The Radiant brand is positioned as a laundry detergent that provides superior whiteness and brightness."

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