Case study

Diageo plc is the world’s leading premium drinks business, with an outstanding collection of brands across spirits, wine and beer. With approaching 200 brands in its portfolio, and production, management and distribution across 180 countries, it’s imperative for the company to keep a tight rein on its brand assets.

In 2002, Diageo launched a specific Brand Asset Management programme – one of the biggest and most complex ever undertaken. The BAM programme took a holistic approach to changing both the way that Diageo worked internally, and how the business interacted with third party suppliers who all contribute to the creation, evolution and maintenance of our assets. The programme was managed from within Global Marketing Procurement, but from the outset drew together a cross functional team including Marketing, Legal and Information Services as well as Procurement.