The categorisation of brands: The case of P&G™ branding strategy

Authors:
Rogelio Puente‐Díaz, Judith Cavazos‐Arroyo
Published Online:
27 Jul 2015
DOI:
10.1002/ijop.12198
Pages:
205–212
Volume/Issue No:
Volume 52 Issue 3

Additional Options

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