Business Case Studies & Business Publications

Branding the Master Brander (B): Impleme...

Whitler, Kimberly ...

Case

Branding the Master Brander (B): Implementing Procter & Gamble's Employer Brand

Whitler, Kimberly A.

M-1005 | Published October 12, 2020 | 12 pages Case

Collection: Darden School of Business

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This case provides students with a rare opportunity to understand the relationship between brand positioning design and delivery. While strategic challenges are often attractive to students, this case helps reinforce the importance and difficulty associated with implementing strategy effectively. In the A case (UVA-M-1004), students had to integrate consumer, competitor, company, and brand image data to arrive at a desired brand positioning. In this case, students must take their desired positioning strategy and activate it by redesigning the campus presentation provided to prospective employees. To do this, they will have to identify the strongest, most compelling way to use P&G's distinguishing attribute information to communicate the brand strategy through a PowerPoint presentation.