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You are asked to apply your learning on branding to the development of the Native ™ brand of products.
Native ™ is a Proctor & Gamble (P&G) sub-brand in the Personal Beauty category. Originally, Native was a highly successful private company selling natural-based deodorant. In 2017 P&G purchased Native for $100 million to bolster its portfolio in the deodorant category, fully expecting this new brand to compete with its existing Secret™ brand. P&G invested substantial marketing resources to promote the brand through its digital prowess and strong retail presence. Additionally, it expanded the Native product portfolio beyond deodorants, into hair products, body lotions, and toothpaste, while continuing to build on its brand image.
Evaluate the Native brand image along its various elements, such as logo, typography, color palette, image style, iconography, graphics… How does the brand image communicate its value proposition across its portfolio of products?
Analyze P&G’s digital media strategy on X, Facebook, and other social media channels, paying closer attention to influencer content and the perspectives of unearned media. What evidence do you see of cultural/sub-cultural branding (Holt (2016))?
In P&G’s 2023 annual report, Native brands appear within the Beauty category’s hair care, skin care, and personal care subcategories. Drawing from your learning, discuss P&G’s brand architecture.
How does P&G mitigate the risks of cannibalization in its brand architecture? A sample of competing brands in hair care are Head and Shoulders, Curls, Pantene, and Herbal Essence. A sample of competing skin and personal care brands are Olay, Old Spice, SK II, and Secret.
https://www.nativecos.com/
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