ABSTRACT
Everyone would agree that Tide or Ariel is a brand. What about its owner, Procter &
Gamble? Is it a brand? You have to search hard to find Procter & Gamble in small print
on the back of the package. And if you ask for the ‘‘Procter & Gamble detergent please’’
in a store, you will get a bemused response, as illustrated in Chart 10.1. Yet to Wall
Street, company employees, suppliers and distributors, Procter & Gamble is an impor-
tant ‘organization brand’.
