Study Identifies Mega Brands

Discussion
Apr 02, 2003
George Anderson

By George Anderson


The Global Services division of ACNielsen (a RetailWire sponsor) has released a new report Global Mega Brand Franchises– Extending Brands Within a Global Marketplace.


ACNielsen defines a Mega Brand as being “available in at least 15 of the 50 countries that account for 95 percent of global economic output, and it must be marketed with the same name in at least three different product categories in three or more regions.”


The reach of a brand across several product categories is key to achieving Mega Brand status. In a released statement, Jane Perrin, managing director of global services said, “Expertise, trust, and logically related categories are the three key attributes driving the creation of Global Mega Brand Franchises. Leveraging some or all of these attributes is a distinct advantage when trying to extend a brand beyond a core product category or home geography.”


Based on ACNielsen’s criteria, personal care brands appear to have the shortest route to achieving Mega Brand status.


“More than half of the 62 Brands highlighted in the study were related to Personal Care & Cosmetics. Beiersdorf’s Nivea, for example, leverages its expertise in skin care across 19 product categories, ranging from skin moisturizers and tanning lotions to hair cleaning and shaving gel products. Further examples include Johnson & Johnson, Colgate-Palmolive and L’Oréal, who utilize their highly trusted corporate names to extend multiple brands across multiple product categories throughout the world. In fact more than 22 of the 62 brands found on the entire list utilize the corporate name in their brand offerings. Others, like Gillette’s Oral B utilize logical product groupings — toothpaste, toothbrush, dental floss, and mouthwash — to build a powerful global mega brand franchise in the minds of consumers.”


To download a pdf version of Global Mega Brand Franchises – Extending
Brands Within a Global Marketplace
, click
here.


Moderator’s Comment: Is price more important than brand
in the purchasing decisions of most consumers?


Experts such as the author Seth Godin have said that we
live in an age where everything is good enough. Even value priced items are
of sufficient quality for consumers who normally purchase premium products to
use. [George
Anderson – Moderator
]

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