Ingeniero Mècanico Elèctricista

1. What is a brand? Why does Unilever want fewer of them?
A brand is defined as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of oneseller or group of sellers and to differentiate them from those of others sellers, the brand should be comprised of the company personality, image, core competencies and characteristics. Therefore itmake sense to understand that branding is not about getting your target market to choose you over the competition but it is about getting your prospects to see you as the only one that provides asolution to their problem. Rob Williams defined Brand as a perception. Something or someone can not simply decided to be a brand. The audience forms an option based on information presented by thesubject (logo, web and print presence, marketing, packaging and performance) or information from other sources ( word-of-mouth, rumor) that opinion is the brand. Brand has the power to add value to peopleor products. For instance, instead of buying and audio player someone buys and iPod because the customer perceives that how they listen to music is a statement on their lifestyle.

In February200 Unilever announced its intention to focus on fewer, stronger brands to promote faster growth through these innovation behaviors, Unilever can improve the efficiency of production and provide moreand more high quality of products that meet the requirement of consumers as well.

In order to accelerate top line growth and step up the rate of margin improvement in five years time, Unileverdecided to launch its latest growth strategy, called ‘The Path to Growth’ in which its intention is to focus resources on a smaller number of more powerful brands in global and local markets. Besidesthat, it includes concentrating R&D and advertising on the company’s leading brands. The Path to Growth Strategy involved cutting the size of the company’s portfolio from 1600 brands down to 400 core...