This case provides students with an opportunity to analyze and define a desired positioning for Procter & Gamble's (P&G's) US employer brand. In addition to enabling students to actively engage in assessing and creating a brand positioning, this case gives students a rare opportunity to analyze the type of brand image data that brand managers use. Considered highly confidential, few cases enable students to see and interpret such data. Finally, this case provides insight into a type of branding—employer branding—for which there is little public information as it has only recently come into vogue.
