Paper Summary:

The paper demonstrates how branding is one of the most important aspects of marketing a product for the long term. However, a brand cannot function without an associated strategy that ties in with the company's overall goals and objectives. The paper shows how Procter & Gamble has been doing their branding well with Tide detergent. This product has made it through many transitions since it was first developed decades ago and continues to succeed against the competition and in overseas markets as well. The paper discusses Procter & Gamble's recipe for success and points out that one of the major ways that Tide has kept ahead of the competition is to continually change its formula and to offer variations.

From the Paper:

"Tide was ahead of the marketplace from its very beginning. After WWI, Americans cleaned their clothes with soap flakes. However, these flakes did not do well in hard water and would leave a ring in the washing machine, which made colors lackluster and whites a dismal gray. P&G changed all of this by developing synthetic surfactants that removed grease and dirt from the clothes and suspended these byproducts until they were rinsed away. Later, P&G mixed these synthetic surfactants with other ingredients that worked on tough stains and dirt and called the resulting product Tide detergent. When Tide was tested in 1946, consumers were quickly sold on the new product that outsold every other brand within weeks. It became so popular that store owners told customers that they could only buy so much at a time."

Sample of Sources Used:

• Arnold, D. (1992) Handbook of Brand Management. Reading, MA. Addison-Wesley.
• Dyer, D., Dalzell, F., & Olegario, R. (2004). Rising Tide. Boston: Harvard Business School Press.
• Integrated Marketing (November 30, 2005). Case Study: Tide Boosts Traffic 9-FoldWebsite retrieved February 15, 2006.http://www.imediaconnection.com/content/7406.asp
• P&G Pillars of Success.--Three Step Process. Website retrieved February 25, 2006.http://www.pg.com/jobs/corpinfo/consboss.jhtml;jsessionid=ENQKU3CS34CE5QFIAJ1C0HWAVABHOLKG#step1.
• Tide Website. Retrieved February 25, 2006. http://www.tide.com/articles/read.jhtml?articleId=3420

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