Thesis Statement Of Unilever

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Introduction
Unilevers is one of the oldest multinational giants in the Fast Moving Consumer Goods (FMCG) industry; its operations span more than 190 countries. The compamy owns over 400 brands which include popular/prominent brands such as Axe, Dove, Knorr and Sunsilk.
Unilever, SriLanka was established in 1983 with local manufacturing facilities in the country. It owns more than 25 brands in the country such as Fair & Lovely, Signal, Lipton, Marmite and lux. Unilever’s products fall under the diverse categories of food items, personal care and home care. Each segment is headed by three directors and three category heads. These segments constitutes several brands with are managed by brand manages.
Personal care is a vital segment of Unilever
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Unilevers has marketing and branding individuals responsible for each brand who works closely with the other functions in the organization such as finance, procurement, logistics and research & development. A brand manager’s role is to be responsible for the overall management and performance of the specific brand.
The dissertation will focus on the elements of branding, and the significance it possesses in the personal care segment of the FMCG industry in Sri Lanka. It will also highlight the importance of the branding and marketing initiatives undertaken by a large organization such as
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Brand identity and brand image are two distinct yet interrelated dimensions of brand building. Brand identity entails the strategic efforts of firms to assign a brand with unique characteristics in a bid to achieve positive perceptions by target consumers (Nandan, 2005).
The ingredients of a brand are the product itself, the packaging, the brand name, the promotion, the advertising and the overall presentation. The brand owner assembles these attributes and blends them in a unique way.
A key to enhancing the equity of a brand is the selection of an appropriate branding strategy. Laforet and Saunders (1999) define branding strategy as the way companies mix and match their corporate, house, family and individual brand types for their products or services. This mix and match of brand types generates a variety of options for the companies from which they can select a suitable branding strategy for a product/ service. Furthermore, McDonald et al. (2001) assert that an appropriate branding strategy is crucial as it would reinforce the desired positioning and hence influence purchase behaviour. Unfortunately, even the best brand managers have struggled to choose the most appropriate branding strategy, in part, due to a lack of academic clarity and

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