- Rogelio Puente‐Díaz, Judith Cavazos‐Arroyo
- Published Online:
- 27 Jul 2015
- Volume/Issue No:
- Volume 52 Issue 3
The categorisation of brands: The case of P&G™ branding strategy
In 2 studies, we tested what we considered to be the core of Procter and Gamble™ (P&G™) latest branding strategy: making the association between its corporate brand and its product brands explicit. Participants were randomly assigned to one of the conditions: explicit association between P&G™ and one of its product brands and a control condition. Results from Study 1 showed a positive influence of the corporate brand on judgements of brand quality for Crest™. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust for Oral‐B™. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results.
© 2015 International Union of Psychological Science