Brands & Daddies

What do Diet Pepsi, Cap'n Crunch and Naked Mighty Mango have in common? They all have the same daddy. (I just got back from vacation and access to day-time TV - aka episodes of Maury, court shows and reality TV, so give me a pass on this one.)

Many brands have parent companies - meaning several different products are owned/sold/managed by one major corporation. In the case of Pepsi Co - they own all the Pepsi, Tropicana, Quaker and Gatorade's sub-brands.

This is important for you to know for two reasons -

1. When looking at an agency roster, when you see Unilever, P&G, Kraft or Campbell's as one of the clients - that may mean the agency works on one or more of the brands that fit under that company. So if you want to - or don't want to -  work on something in particular, it's good to know what this all really includes.

2. This helps you understand the importance and the relevance of branding. One company - say Pepsi, can sell something unhealthy like cola, and something healthy like oatmeal, at the same time. But can still keep such separate identities for the two of them that you don't even know they're related. (Kinda how I didn't know Lenny Kravitz and Al Roker are related.)

AdFreak shared a quiz last week to see how well you knew who owns who. Give it a try. I bet you $100 you'll be surprised at what you learn. ($100 invisible pesos to be exact.) 
I don't know if the pasted quiz below will actually work so you can do it directly on their site to get the results. (here.)

Adweek's Brand Paternity Test: Who Owns What?Match these 15 products with their parent companies 

When you buy anything these days, from apple juice to an Audi A6, chances are good that at least some of your money is going to a parent company that might surprise you. It is a rare and inquisitive marketing mind that can actually remember these relationships, like the fact that Minute Maid is owned by Coca-Cola or Baked Ruffles report up to PepsiCo.
Think you've got the brand savvy to match up the marketing marionettes with their corporate puppet masters? If so, take Adweek's Brand Paternity Test below and gauge your talent for spotting consumer culture's family connections. 
Name the parent brand or holding company of ...