Procter & Gamble Co is taking a more flexible approach to the global branding that has driven its marketing strategy for more than a decade.

Procter & Gamble Co is taking a more flexible approach to the global branding that has driven its marketing strategy for more than a decade.

``Developing global brands is not an [i]finale[/i] in itself, but a means to an end'' said Global Marketing Officer Jim Stengel ``Our goal is a global brand leadership in the categories in which we fix upon to compete. Sometimes we can do that with united brand name and brand positioning, and sometimes it takes several brands with different positionings.'' The remarks from Mr Stengel speaking via