Reckitt Benckiser to invest in brand building

Reckitt Benckiser has announced plans to invest up to 100 million pounds into the building of its brands over the coming 12 months.

The firm is intent on increasing the marketability of its brands including Finish, Vanish and Calgon, while at the same time embarking on an overhaul of its company structure in order to save costs.

Rakesh Kapoor, chief executive officer of the firm, said: "2012 will be a year of transition and investment. We need to reshape our strategy to enable us to continue our track record of outperformance."

In order to measure the efficiency of its efforts, Reckitt Benckiser is introducing a new Brand Equity Index, which it will use to determine the impact of its brand building across a range of media platforms, including TV, print, digital and social media.

Yesterday (February 8th), the company reported a net revenue growth of 13 percent in its full year figures for 2011 to 9.485 billion pounds. This exceeded its target of 12 percent for the year.