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1、The worlds leading marketing information companyGlobal Mega Brand FranchisesExtending Brands Within a Global MarketplaceGLOBAL MEGA BRAND FRANCHISES Extending Brands Within a Global Marketplace TABLE OF CONTENTS Executive Summary Global Findings ? Personal Care Food, Beverages Home Care; Health Care
2、 and Pet Care), two additional brand franchises qualified based on categories that were in different segments (Gerber and Ivory). Nivea and Nestl Brands Are in the Most Categories Beiersdorfs Nivea brand ranges across 19 different Personal Care others would claim that by extending the brand you cont
3、inue to reinforce the brand in the minds of the consumer. Looking across the 62 Global Mega Brand Franchises found in this study there are some common strategic marketing threads apparent. Reinforcing the Brand as Expert: By extending a brand name that is synonymous with a particular expertise to ca
4、tegories that can benefit from that same expertise, manufacturers maintain the essence of the brand and reinforce the consumers brand perception. (e.g., Gerber means babiesGerber has put their name on a wide range of products for babies and toddlers, capitalizing on their corporate expertise). Maxim
5、izing Consumer Trust In the Corporate Name: When a brand is a derivative of the corporate name, manufacturers are using the consumers trust and recognition of their corporate name to extend to a range of product categories. In fact, 22 of the 62 brand franchises in our study are some extension of a
6、parent name (e.g., Nestl). This number would be even larger if we included those brand franchises that have been acquired by another company (e.g., Nabisco, Gerber). Extending Brands that Reflect a Lifestyle: Manufacturers have created brand franchises that focus on a particular consumer lifestyle n
7、eed (e.g., weight loss) and have extended that brand name across a range of products within multiple categories that benefit from the brands lifestyle image (e.g., Weight Watchers). Licensing the Brand Name: By licensing a brand name to manufacturers outside of the corporate expertise, manufacturers
8、 are able to use the expertise of others to extend their brand name into alternative product categories (e.g., Sunkist). One interesting commonality, though not surprising, is that most of these brand franchises first began their expansion at “home”. Once the brand expansion proved successful, the g
9、lobal expansion of the mega brand franchise could begin. There are some exceptions, however, where a brand has grown into new categories outside of the home country. Unilever, for example, recently launched a Dove brand of shampoos in Korea, extending this brand beyond the traditional skin categorie
10、s. With the success of this local expansion, the shampoo is now sold in more than 30 countries. Executive News Report from ACNielsen Global Services Jan 2003 6 GLOBAL MEGA BRAND FRANCHISES Extending Brands Within a Global Marketplace One Last Note . . . It should be highlighted that every successful
11、 brand name is not destined for expansion into new categories. While marketers may argue that if you have a strong brand name why not extend it, some manufacturers have taken a more focused branding approach. Their belief is that by remaining focused, consumers are then able to clearly relate the br
12、and to the category. It is an interesting marketing debate and one that will evolve over the next decade as manufacturers continue to expand their product lines across both categories and countries. Executive News Report from ACNielsen Global Services Jan 2003 Return to Table of Contents7 GLOBAL MEG
13、A BRAND FRANCHISES Extending Brands Within a Global Marketplace GLOBAL FINDINGS Thirty-Two Global Mega Brand Franchises within Personal Care & Cosmetics Of the nearly 70 brand names investigated within Personal Care & Cosmetics, less than half of them were identified as Global Mega Brand Franchises.
14、 A large number of the brands were available globally and within multiple categories in one or more countries but only the 32 brands listed below were found to be available in at least three categories in at least three regions. Brand Presence Brand Owner Brand Franchise Number of Regions (out of 5)
15、 Number of Countries (out of 50) Number of Categories* BEIERSDORF Nivea550 19 LORAL LOral550 14 JOHNSON & JOHNSON Johnsons547 14 LORAL Vichy532 13 REVLON Revlon550 12 JOHNSON & JOHNSON Neutrogena548 12 COLGATE-PALMOLIVE Palmolive549 10 SARA LEE Sanex427 10 HENKEL Fa 544 8 BEIERSDORF Eucerin519 8 UNI
16、LEVER Dove550 7 LORAL Garnier540 7 JOHNSON & JOHNSON Roc530 7 GILLETTE Gillette550 5 COLGATE-PALMOLIVE Colgate549 5 UNILEVER Lux549 5 JOHNSON & JOHNSON Clean & Clear545 5 PROCTER & GAMBLE Old Spice541 5 UNILEVER Vaseline539 5 PROCTER & GAMBLE Olay 528 5 GILLETTE Oral B550 4 UNILEVER Ponds550 4 LORAL Maybelline548 4 PROCTER & GAMBLE Max Factor544 4 GLAXO SMITHKLINE Aquafresh542 4 PROCTER &
