P&G is headquartered in Cincinnati, Ohio, USA. In 2008, P&G was the sixth largest company in the world by market value and 14 company by profit. It is also the tenth largest and most praised company in the Fortune 500.
Procter & Gamble, founded in 1837, is one of the largest consumer goods companies in the world. Every day, on a global scale, P&G's products are in close contact with consumers in more than 60 countries and regions around the world for 3 billion times.
1988, Procter & Gamble Company established its first joint venture in China-Guangzhou Procter & Gamble Co., Ltd. in Guangzhou, and started its business development in China. P&G Greater China is headquartered in Guangzhou, with several branches and factories in Guangzhou, Beijing, Shanghai, Chengdu, Tianjin and Dongguan, with more than 6,300 employees.
Interest appeal and emotional appeal enhance the cultural connotation of the brand.
Interest appeal is to deduce the concept from the efficacy of the brand; Emotional appeal derives the concept from the emotional connection with consumers. Procter & Gamble's advertising appeals pay great attention to interests, such as "Shufujia" and the concept of "health, sterilization and skin care" promoted by Chinese Medical Association; Shampoo's concept of "dandruff removal, health and softness" and so on. This is all the interests of the brand.
In addition, the brand of P&G has also strengthened its emotional appeal. For example, in the past two years, Rejoice has played the concept banner of self-confidence. From Rejoice's quarrels, Rejoice's teachers to Rejoice's commanding articles, Rejoice's advertisements all take self-confidence as the brand's appeal point.
In addition, Rejoice has successively launched a series of activities, such as Rejoice Self-confidence College, Multiple Challenges, Equal Self-confidence, Newcomers in the Workplace, and Speaking Your Self-confidence, which fully explained the concept of self-confidence. Through the organic combination of interest appeal and emotional appeal, the cultural connotation of the brand has been greatly enhanced.
The brand strategy of Procter & Gamble not only makes the company have a good image and high reputation in the society, but also cultivates a large number of loyal customers, obtains high customer satisfaction and wins a competitive advantage for the company's sustainable development.
Reference to the above content: Baidu Encyclopedia-Procter & Gamble