How Can a Mega Brand Equal a Mega Success?

Galera,
Eu recebo da Nielsen uns relatórios muito legais que chama Consumer Insights.
E nesse mês tinha um artigo sobre "How Can a Mega Brand Equal a Mega Success?" que eu vou dividir com vocês um trecho pra quem pensa sobre estratégia de marketing.

"Do more with less—the mantra being echoed in both businesses and homes. In today’s retail marketplace, increased fragmentation, shrinking store footprints, rising commodity costs, and stretched consumers are creating unique pressures on branded products. As marketers create business plans to address these issues, many also are attempting to produce greater efficiency from fewer brands. This gives rise to the notion of “megabranding” as a way to economize costs and grow broader, stronger franchises that are more resilient to these forces.

Cross-over consumption
Megabranding is when a brandmark is applied across multiple product extensions and flankers that satisfy a variety of consumer needs across different categories. For example, Clorox is considered a megabrand because the broad use of the brand stretches across laundry, home cleaning/disinfecting and small durables. On the other hand, while Coca-Cola is a global powerhouse brand, it has predominant representation in the carbonated soft drinks category alone."



Pra quem quiser o artigo na íntegra está no meu twitter o link.

Bjs!