Global Umbrella Branding and Marketing Essay Example | Topics and Well Written Essays - 2000 words

Global Umbrella Branding and Marketing - Essay Example Centrica Plc. effectively disputes the above stated theoretical propositions on consumer resistance to umbrella brands as an outcome of corporate practices or the poor performance of other products sharing the same brand name. While it publicly engages in philanthropic activities, the corporation has a poor labour relations record, has consistently proven itself a socially irresponsible company, and has fuelled claims that it is, in essence, a monopolistic, exploitative entity. Yet, this has not resulted in the above theorised consumer resistance and, indeed, has not halted Centrica Plc's expansion or stemmed its ever-spiralling success. While it can be argued that this is partially because there are no substitutes to Centrica's products and services, it is the position of this study that the aforementioned evidences the fact that the marketing and brand management of umbrella brands have the potential to overcome the challenges posed by corporate practices. The study proposes to examine umbrella brand management within the context of a global company. In so doing, the dissertation will argue that effective marketing strategies have the potential to negate the forces which incite consumer resistance. ... The study proposes to examine umbrella brand management within the context of a global company. In so doing, the dissertation will argue that effective marketing strategies have the potential to negate the forces which incite consumer resistance. The aforementioned shall be argued and established through reference to Centrica Plc. As presented in the preceding paragraph, the importance of the topic stems from its theoretical and practical implications. While not arguing against the validity of consumer resistance theories, the research will dispute the proposition that it cannot be offset by marketing strategies. Indeed, brand management, such as which Centrica Plc has proven itself proficient at, can negate the forces which incite consumer resistance to umbrella brands. Insofar as it will focus upon the validation of the aforementioned, the study's theoretical value derives from the fact that it will highlight the potential of the marketing of umbrella brands to offset consumer resistance. Furthermore, to the extent that it will highlight how Centrica managed to do so, the study has practical value. 3 Company Background Centrica Plc was formed in 1997 in the wake of the demerger of British Gas. Over the past decade, the corporation has experienced significant growth levels, largely due to its expansion both beyond Britain and beyond the energy market. With operations in all of North America, Germany, Norway, Spain and Belgium, Centrica is a testament to effective and successful strategic global brand management. Controlling 76% of the UK's domestic energy market and sourcing and supplying energy across the world, Centrica also owns the Automobile Association (AA), Goldfish (a credit card company), and has interests in the residential phone market, to