"I didn't know this product was made by them! I thought that it was its own company!"
For a consumer that can't tell the difference between the brand and the companies behind it can be extremely confusing.
From that infographic shown above, almost every single brand is owned by these ten corporate giants (In no particular order either):
- General Mills
- Coca Cola Amatil
- Mondelez International
- Associated British Foods PLC
Brands are extremely valuable to a company and are worth millions and they uphold a certain image and message to their consumers.
Brands are seen predominantly on the front of the pack and as such lots of consumers often assume that the brand is the company itself when it really isn't.
It's not exactly deceptive either, almost like how Movie Directors and producers create their blockbuster films, people mostly remember only the movie itself and the actors/actresses. On the film poster it may say something like:
A Film by Mr Random Producer
But its in very small font if at all or unless the director was extremely well known like Christopher Nolan.
On every single food products, its packaging contains the company that it is produced by.
Likes take a look at this Belvita Product, the breakfast biscuit:
Its easy to confuse brands with companies because most other companies are the brands themselves such as Mobil, Zara, H&M, Uber etc. Those brands are the companies themselves.
Not so much with FMCG (Fast Moving Consumer Goods).
Here's the easiest way to find out:
In this instance, the Belvita brand belongs to Mondelez International who also produce Cadbury, Oreos and Milka.
Its a legislative that all FMCG products need an address and the company profile to be on the packaging. Not too hard to find but often it is something that doesn't cross the mind of the consumer.
Any questions or anything else that you'd want me to blog about - feel free to contact me!