1. TABLE OF CONTENTS
Company Introduction
Maintaining Brand Consistency
Expanding Brand Awareness
Improving Brand Image
Brand portfolio strategy
P&G REPOSITIONING case: Old spice
Conclusion
01
02
03
04
05
06
07

2. 01
BRAND GUIDELINES 2025
INTRODUCTION
OF P&G COMPANY

3. What is P&G
Procter & Gamble (P&G)
is an American
multinational consumer
goods corporation .
Location
Cincinnati, Ohio, United
States.
Founder
William Procter and
James Gamble.
INTRODUCTION

4. INTRODUCTION
P&G specializes in a wide range of personal
health/consumer health, personal care and
hygiene products.
Before the sale of Pringles to Kellogg's, its
product portfolio also included food,
snacks, and beverages.
P&G operates operates in more than 180
countries and serve billions of consumers
globally.

5. P&G's mission is to provide high-quality
products that improve the lives of its customers.
The company's products are designed to meet
the needs and preferences of consumers across
different cultures and regions.
P&G places a strong emphasis on sustainability
and corporate social responsibility.
P&G has continuously working to improve its
products and develop new ones to meet
evolving consumer demands
INTRODUCTION 03

6. EXPANDING BRAND
AWARENESS
BRAND AWARENESS
Brand awareness is prospective buyers’ ability to recognize and
recall a brand as part of a certain product Brand awareness can
help the brand expected by the company, create customers’
familiarity with the brand, and demonstrate commitment to it.

7. P&G leverages digital platforms
extensively to reach a wider audience.
They utilize social media channels, online
advertising, search engine marketing, and
influencer collaborations to increase
brand visibility.
Digital Marketing
P&G forms partnerships with other
brands, organizations, and influencers to
expand their reach and tap into new
markets. Collaborations can include co-
branded products, joint marketing
campaigns, or endorsements by
celebrities and influencers.
Partnerships and
Collaborations:
P&G invests in research and development
to introduce new products and
innovations that meet consumers'
evolving needs.
Innovation and Product
Development:
APPROACH KEY

8. Influencer Marketing: P&G collaborates
with influencers who have a strong online
presence and a loyal following. These
influencers promote P&G products to their
audience, increasing brand awareness and
credibility among their followers.
Digital Marketing
Allow for better utilization of data, AI
capabilities and digital twins
technology.
Optimize manufacturing
environmental sustainability efforts.
Increase workforce efficiency and
productivity.
On June 08 2022P&G and Microsoft co-
innovate to build the future of digital
manufacturing.
The new collaborative effort will:
Partnerships and
Collaborations:
P&G invests in research and development
to introduce new products and
innovations that meet consumers'
evolving needs.
Innovation and Product
Development:
APPROACH KEY

9. INNOVATION AND PRODUCT
DEVELOPMENT:

11. HOW TO IMPROVE P&G BRAND IMAGE
1.Define a clear brand identify
Evaluate P&G's current brand positioning and ensure it aligns with
the company's values, mission, and target audience.
2.Understand customer perceptions
Conduct through market research to gain insights into customer
perceptions of P&G and its products.
3.Enhance product quality and innovation
P&G should focus on consistently delivering high-quality products that
meet or exceed customer expectations.

12. HOW TO IMPROVE P&G BRAND IMAGE
4.Build trust and transparency
Estalish trust with consumers by being transparent about the
ingredients, manufacturing processes, and sustainability
efforts of P&G products.
5.Embrace sustainability and social resposiibility
Conduct through market research to gain insights into customer
perceptions of P&G and its products.
6.Engage with customers
Leverage digital platforms and social media to engage with customers
directly..

13. HOW TO IMPROVE P&G BRAND IMAGE
7.Foster brand advocates
Identify and collaborate with influencers, brand ambassadors, and
thought leaders who align with P&G's values and target audience.
8..Enhance marketing and advertising efforts
Create compelling and memorable marketing campaigns that
effectively communicate P&G's brand values, product benefits,
and positive impact on customers' lives.

14. 01
BRAND GUIDELINES 2025
BRAND PORTFOLIO
STRATEGY

15. Migration Strategy
In P&G's brand portfolio strategy, the link between migration strategy,
acquiring new customers, and retiring brands is essential for maintaining a
strong and relevant brand portfolio.
1.
P&G employs migration strategies to optimize its brand offerings and
target specific customer segments more effectively as they move from one
brand within its portfolio to another. This is done through :
Leveraging brand endorsements and testimonials to build credibility and
trust among its customers. Influential personalities, experts, or satisfied
customers may endorse or share their positive experiences with a specific
brand within P&G's portfolio.
These endorsements help create awareness, generate interest, thereby
helping P&G to understand customer preferences and tailor creative
messages to resonate with specific customer segments. This in turn
facilitate migration by highlighting the benefits and value of the target
brand.
Research and development. P&G continually invest in research and
development to introduce innovative products that appeal to its target
customers. The more it invests, the more it differentiates its brands based
on specific attributes or benefits. By clearly positioning each brand within
the portfolio, P&G ensures that customers can easily identify the unique
value it offers. This differentiation can be based on factors such as price,
performance, or target market.

16. Market Research and Consumer Insights: P&G conducts extensive
market research and gathers consumer insights to understand emerging
trends, consumer preferences, and unmet needs. This helps them to
identify opportunities to introduce new products or extend existing
brands to appeal to new customer segments. The above also help P&G to
focus on continuous product innovation and development to create
offerings that resonate with new customers. Therefore, P&G attracts
new customers in search of differentiated products.
Collaboration with external partners, such as retailers, distributors, and
e-commerce platforms, to expand its reach, and access new customer
segments. These partnerships help P&G showcase and offer product
samples or trial programs to encourage new customers to experience its
brands.
As a result, customers can try P&G products before committing to a
purchase, thereby building familiarity and confidence in the brand.
By employing these strategies, P&G actively seeks to expand its
customer base, attract new consumers, and increase market share
thereby driving sustainable growth.
2. Acquiring new customers:
P&G focuses on leveraging the strength of its existing brands and
introducing new products that appeal to the preferences and needs of
different consumers.

17. When multiple brands within the portfolio overlap or serve similar
purposes, P&G may assess the contribution of each brand to P&G's overall
growth, profitability, and brand equity. Brands that are deemed less
strategic or less aligned with P&G's long-term goals may be considered for
retirement, allowing P&G to re-allocate more resources to its stronger
brands, enhance brand equity, and deliver a better brand experience to
customers.
Closely monitoring disruptive trends and competitive landscape. In
dynamic market environments, if a brand faces intense competition,
market saturation, or significant changes in the industry, P&G may choose
to retire the brand to mitigate risks or to ensure a seamless transition for
existing customers.
This includes: providing clear communication about the brand's retirement,
offering alternatives or replacements, and addressing any concerns or
questions from customers.
P&G aims to minimize customer disruption and maintain trust and loyalty
during the brand retirement process.
3. Retiring brands
This is closely linked to P&G's goal of maintaining a streamlined and focused
brand portfolio.

18. Overall, P&G's brand portfolio strategy guides the interplay between
migration strategies, acquiring new customers, and retiring brands. It
ensures that each element is aligned with the company's overarching
goals of brand strength, market relevance, and long-term growth.
By continuously evaluating and optimizing its brand portfolio, P&G
can adapt to changing market dynamics to meet evolving consumer
needs, and drive sustainable business success.

19. 01
BRAND GUIDELINES 2025
P&G REPOSITIONING CASE:
OLD SPICE

20. Old Spice is a brand that’s old by name and old
by years.
Founded in 1934 by William Lightfoot Schiltz,
their first product was actually made for women
in 1937, followed by the men’s line in a year
later.
Over 50 years, Old Spice became a consistent
presence in the men’s shaving soap and
aftershave lotion category before Proctor and
Gamble(P&G) acquired them for US$300 million
in 1990.

21. OLD SPICES ORIGINAL BRAND POSITIONING
The brand's early advertising campaigns, such as
the famous "The Man Your Man Could Smell Like"
campaign, featured a charismatic and humorous
spokesman who portrayed the idealized image of
a confident, suave, and masculine man. These
commercials used witty and memorable
messaging to communicate that using Old Spice
products would make men more desirable and
attractive to women.
PAIRMASCULINITY AND ATTRACTIVENESS

22. Gender exclusivity: Old Spice's original brand positioning
primarily focused on male consumers, potentially excluding
women who had an interest in personal care products but
didn't perceive the brand as relevant to them. This gender
exclusivity might have restricted Old Spice's market share and
hindered its potential for growth.
Changing cultural norms: Old Spice's original brand
positioning, which emphasized traditional notions of
masculinity, may have become outdated or less aligned with
the evolving preferences and values of modern consumers.
Competitive landscape: While Old Spice's original brand
positioning helped differentiate it from competitors, it also
faced the challenge of competing with a wide range of
personal care brands that targeted both men and women.
CHALLENGE

23. REPOSITIONING #1
NEW PRODUCT LINE
Old Spice's has introduced the new
product lines body washes and
deodorants specifically designed for
women. These products were marketed
with messaging that highlighted their
effectiveness, pleasant fragrances, and
the confidence they can provide to
women.

24. The brand started featuring women in
their commercials and emphasizing the
idea that Old Spice products are suitable
for both men and women. This strategy
aimed to position Old Spice as a unisex
brand that offers quality personal care
products for anyone who wants to feel
confident and fresh.
REPOSITIONING #2
ADVERTISING AND MARKETING

25. RESULT OF REPOSITIONING
5.9 million YouTube views on Day 1
20 million views after 3 days
40 million views after one week
Twitter followers increased 2700%.
Facebook fans increased 60%
Oldspice.com traffic increased 300%
YouTube subscribers doubled
Over the following year sales increased
over 125% and Old Spice became the #1
brand for men’s body wash.

26. P&G's brand management approach involves a combination
of brand acquisition, innovation, portfolio management,
global expansion, effective marketing, sustainability, and
digital transformation. By consistently evolving and
adapting to consumer trends and market dynamics, P&G has
maintained its position as a leader in the consumer goods
industry.
CONCLUTION

27. Thank you for
your listening

28. BRAND GUIDELINES 2025
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REPOSITIONING #1
NEW PRODUCT LINE
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29. BRAND GUIDELINES 2025
PROPER IMAGERY
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Create Cohesiveness
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30. BRAND GUIDELINES 2025
PROPER IMAGERY
Connect with Audiences
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31. BRAND GUIDELINES 2025
OVERVIEW OF PATTERNS
Seals
Backdrops
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32. BRAND GUIDELINES 2025
DIGITAL APPLICATIONS
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33. BRAND GUIDELINES 2025
BUSINESS CARDS
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34. Resource
Page
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Happy designing!

35. Resource
Page
Find the magic and fun
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C for confetti
O for bubbles
X to close

36. Resource
Page
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