Building brand champions (training at General Mills)

Building brand champions (training at General Mills)

Building brand champions (training at General Mills)

Gordon J. Training (USA), January/February 2007, Vol. 44 No. 1, p. 14 (4 pages)

Purpose – describes the Brand Champions training course that General Mills, the US packaged-food manufacturer developed so that it could continue to develop and maintain strong brands. Notes that the training course is aimed at all employees and not just the marketing specialists. Design/methodology/approach – quotes from firm representatives on why the firm developed the course, the course content and the follow-up sessions. Highlights the ideas that have emerged from the Brand Champions training course that have lead to changes in products and their marketing, which, in turn, have lead to the brands increasing its market share. Findings – underlines the effectiveness of the training course in improving communication throughout the firm and supporting recruitment, as well as contributing to strengthening the firm’s brands. Argues that the example of General Mills demonstrates the contribution that training can make to business performance. Originality/value – profiles a successful training course.ViewpointReference 36AE549

Keywords: Brand management, Food industry, Marketing strategy, Training, United States of America