Branding facts & stats

Question 1

Unilever once managed over 400 separate brands before narrowing its focus. About how many brands did it center its attention on?

Accepted Answer

14 brands. Unilever chose to focus on just 14 brands that each generated over a billion euros in sales, rather than spreading itself thin.

Question 2

Procter & Gamble is known for managing a large portfolio of consumer brands. About how many brands does it offer?

Accepted Answer

over 100 brands. P&G's brand portfolio spans everything from laundry detergent to razors under more than 100 different names.

Question 3

During the COVID-19 pandemic, what share of U.S. customers said they tried different stores, websites or brands?

Accepted Answer

75%. Pandemic disruptions to supply chains and shopping habits pushed a huge share of shoppers to try brands they hadn't used before.

Question 4

Of the shoppers who tried new brands during the pandemic, what share expected to keep using them afterward?

Accepted Answer

60%. Brand loyalty took a real hit during the pandemic, with a majority of switchers planning to stick with their new choices.

Question 5

About how much was global advertising spending in 2025?

Accepted Answer

over $1 trillion. Global ad spending, the fuel behind most brand-building, crossed the trillion-dollar mark by 2025.

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