Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 June 2003
Length: 21 pages
Data source: Field research
Abstract
Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are consolidating their portfolios around a few global ''power brands''. The teaching purpose is to examine the pros and cons of brand globalization.
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 June 2003
Length: 13 pages
About
Abstract
Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are consolidating their portfolios around a few global ''power brands''. The teaching purpose is to examine the pros and cons of brand globalization.
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Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 June 2003
Length: 13 pages