Choose a company that has a strong international brand. What is your personal view of this...

Choose a company that has a strong international brand. What is your personal view of this brand, good or bad? How has this company worked to foster their brand, and what have been some of their big branding successes or failures? Can you provide an example of a successful product launch or new re-branding?

Expert Solution

Johnson and Johnson (J&J) is one of the biggest international brands today. Set up in 1886 by the Johnson brothers, the company asserted its pharmaceutical presence in 1973. Over the period of over a century since its inception, J&J has acquired many smaller companies. Acquisition in the early 1960s was not a largely common phenomena- and J&J's acquisition of Belgium company Janssen in 1961 was a bold move and has been one of the most succesful J&J moves till date.

J&J can be considered a participant of (if not the pioneer of) two big movements in industry- one acquisition and the other increased investment on R&D development. From different kinds of baby creams to bandages to medical devices- product diversification has been another one of the succesul moves by J&J since the early years.

However, no company progresses overnight- there is hard work and struggle involved. The most important part of success is how and what you learn from the failures. I am of the personal view that J&J has few of the best products on the market- creams for babies that work on adults as well. It is one of the few major players in the market that offer completely water proof band-aids.

Rahul Sunny answered 2 years ago

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