Unilever Brand Management: Strategic Decisions in UK & Ireland

This case study examines Unilever's brand management strategies, focusing on the advantages and disadvantages of using its corporate brand on all products in the UK and Ireland. It assesses the meaning of corporate branding, differentiating it from product branding and addressing management issues. The case study also explores how the experiences of Danone and SC Johnson can inform Unilever's strategic decisions regarding product design, quality management, and process design. Furthermore, it discusses managing Unilever's product portfolio using tools like the BCG Matrix, emphasizing the need to identify high-demand products, eliminate underperforming ones, and allocate resources for innovation to enhance customer loyalty and satisfaction. Desklib provides access to similar solved assignments and past papers for students.