Problem:
Companies use a variety of different approaches toward branding their products and services. Heinz uses a branding approach that puts the Heinz name on all its products (Heinz Ketchup, Heinz 57 Sauce, Heinz Vinegar, et cetera.). Proctor and Gamble, on the other hand, uses a different name for each product line (Bounty, Pampers, Ivory, et cetera.). Identify and discuss what you see as the pros and cons of each approach. Do you feel that one is superior to the other?