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

PuenteDíaz Rogelio | Zendy; CavazosArroyo Judith | Zendy

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

Author(s) -

PuenteDíaz Rogelio,

CavazosArroyo Judith

Publication year - 2017

Publication title -

international journal of psychology

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.75

H-Index - 62

eISSN - 1464-066X

pISSN - 0020-7594

DOI - 10.1002/ijop.12198

Subject(s) - corporate branding , psychology , brand equity , product (mathematics) , quality (philosophy) , advertising , perspective (graphical) , association (psychology) , marketing , business , mathematics , philosophy , geometry , epistemology , psychotherapist

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.

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