论文部分内容阅读
2012年到2022年期间,宝洁在它176年历史中第一次成为奥运会主赞助商,开始尝试树立并推广公司品牌,而此前它一直奉行强化各产品品牌、弱化公司品牌的理念。原因正如宝洁全球市场营销及品牌建设执行官毕瑞哲(Marc Pritchard)说的那样:人们想了解品牌背后的那家公司,它赚了钱都在干什么!本刊近日专访毕瑞哲,解码宝洁新营销。
For the first time in 176 years, Procter & Gamble became the main sponsor of the Olympic Games from 2012 to 2022 and began to try to establish and promote the company’s brand, which had previously followed the philosophy of strengthening each product brand and weakening the company’s brand. Why, as Marc Pritchard, Procter & Gamble’s global marketing and branding executive, puts it: People want to know what the company behind the brand is doing and what it’s making money! Interview with Brizher recently to decode P & G’s new marketing.