page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60

2nd Expofund global market brandsThe Plaza, Unit 1.05-1.06,535 King's Road, London SW10 0SZTel: 020 7352 4356jonathan.reuvid@expofund.co.uk We buy / licence brands forIndia, China, Brazil and RussiaProfit from your brand call us today

EXHIBITING- March 2011 www.exhibitingmagazine.co.uk17Remove the mask of brandingmarketing focusRichard Johnwants to know how you will captureconsumers who are now looking beyond the logo whenchoosing brands.Procter and Gamble (P&G), oneof the world's biggest spenderson advertising has, you mayhave noticed, changed its advertisingstrategy. It has started highlighting itscredentials rather than emphasisingbrands from within its stable, such asPampers and Pringles.Now, where a company like P&Glead, others will follow. In 2009 thebusiness behemoth spent just under£180m on advertising in the UKalone. It was just ahead of theCentral Office of Information(although that gap is going towiden dramatically). Worldwide,P&G's advertising spend was £5.5bn.Is this significant? You bet! Thestrategy is designed to win overpeople interested in the companybehind the brands; a touch of the"BPs in reverse" if you like. Aspokesman said: "Now is a goodtime to do corporate brandingbecause people are more concernedabout where brands come from, whois behind them and if the company isan upstanding one".Of course, part of this change instrategy will be because P&G is a2012 Olympic sponsor, but thecompany has always had a topnotch reputation for being ahead ofthe curve when it comes to research.Following suitArla Foods, owners of brandsincluding Anchor, Cravendale andLurpack, has also confirmed it'll beembarking on corporate brand-building campaigns. Unilever, whoseReveal yourself:slogans and advertising aren't enough to attract consumercuriosity anymore