There’s been some talk in the last weeks about FMCG companies investing in and building their corporate brands.
Research by media monitoring company Precise, published in March 2013 says that consumers are more likely to view FMCG companies favourably if they develop a recognisable corporate brand.
Now comes the news that Johnson & Johnson have unveiled a new corporate slogan, prompting Mark Ritson to write in Marketing Week last week in less than complimentary terms about various attempts at corporate brand building.
What all this proves is that the audience for corporate brands has extended beyond the traditional confines of city, press and internal staff to include consumers, and the principles of brand management are being applied.
In fact, both Reckitt Benckiser and Unilever place so much importance on their corporate brands that they use digital asset management systems to manage them.