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New York, NY - Today's global consumers connect with brand franchises that symbolize trust, offer a specific expertise, and group products logically, according to a study released today by ACNielsen, the world's leading marketing information company.
"Expertise, trust, and logically related categories are the three key attributes driving the creation of Global Mega Brand Franchises," noted Jane Perrin, managing director of global services, and the sponsor of the study Global Mega Brand Franchises - Extending Brands Within a Global Marketplace. "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."
ACNielsen's findings are based on an examination of more than 200 brands from more than 50 manufacturers across 50 countries in the fast moving consumer goods industry. The study highlights the 62 brands that meet ACNielsen's criteria in identifying Global Mega Brand Franchises.
Manufacturers in the personal care and cosmetics area seemed particularly adept at building global mega brands, says Perrin, noting that more than half of the 62 brands highlighted - including Beiersdorf's Nivea, Johnson & Johnson, Colgate-Palmolive, L'Oreal, and Gilette's Oral B - were related to personal care and cosmetics.
In the food, beverage, and confectionery arena, ACNielsen named 23 brands as Global Mega Brand Franchises. Of these, the Nestle brand was found in the most categories with 17 entries, extending into such product categories as breakfast cereals, baking/cooking aids, chocolate, and water.
In this study, ACNielsen defines Global Mega Brand Franchises as brands that are: available in at least 15 of the 50 countries studied (representing 95 percent of the world's GDP); marketed with the same name in at least three categories in three or more geographical regions; and primarily sold in grocery, mass merchandise, and pharmacies.