Colgate's Brand Strategy Brand Strategy: Research Proposal

By giving more information to the consumers, Colgate is telling its consumers that they must make informed choices in buying oral care, personal care, and home care products. And because Colgate is known for manufacturing quality oral care products, and is the leading brand and manufacturer in the market, it is only but wise for a consumer to buy and patronize its products.

Although Colgate offers a multitude of products in its site, it does not lose its corporate identity, and in fact, solidifies its product and brand lines by associating it with the Colgate brand (that is, as a company). The Colgate heritage is definitely stronger than its products, and the company takes advantage of this not only by linking the Colgate brand with its products, but also by developing programs that enhances its image as a manufacturer and responsible member of the consumer, professional, and business communities.Its corporate social responsibility (CSR) are aimed in providing its partners (consumers, investors, and professionals) more information on Colgate's company values, reflected through its CSR activities and reinforced by the information provided in the web site. Colgate took into consideration investors and professionals by providing sections in the web site relevant to their needs: investors needed information to validate Colgate's transparency and honesty as a company, and dental professionals are not only provided information that proves Colgate's credibility as an oral care company, but they are also "educated" by giving them the latest issues and developments on the oral care market......