FMCG branding

When considering the global corporations in the fast moving consumer goods segment, one can see there are 10 major transnational corporations. These are Nestlé, Procter & Gamble (P&G), Kraft Foods, Coca-Cola, PepsiCo, Kellogg’s, Mars, Unilever, Johnson & Johnson. These 10 international corporations in the FMCG space dominate the world of fast moving consumer goods. When analysing their operations one can see that they have acquired local brands and have incorporated these local brands into their own organisations which is a prime tactic to create a range of new brands.

However these also contribute to new brand issues which are affecting them locally as well as internationally. The new brands acquired by these major FMCG transnational corporations are in conflict with their international brands. Nevertheless these branding strategies have a way of recognising the brand value of locally integrated/subsumed brands in many cases and in others have a conflicting situation. The actions of the 10 fast moving consumer goods organisations around the world in the area of acquisition of local brands and replacing them with the global variations seems to be counteracting to the established branding strategies at least theoretically.

Procter & Gamble has a range of fast moving consumer goods and in many cases have acquired the local brands only to be phased out subsequently with the concurrent introduction of their global brands in two different countries. Similar is the case with other FMCG branding stories. In international business management, it is necessary to identify the global and local branding strategies and many universities have taken the global branding strategies of FMCG corporations around the world as case studies. Several management dissertation is having written by students in the UK universities once FMC G branding; however has not captured the vast amount of literature on the subject.

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