Holding Brands – In the Know – extending brands in global marketplace; identifies three criteria for global mega brand franchise
A CNielsen Corp. (New York) has released “Global Mega Brand Franchises–Extending Brands Within a Global Marketplace.” The study’s findings are based on an examination of over 200 brands from more than 50 manufacturers across 50 countries. It had three criteria to define a global mega brand franchise:
1. The brand is available in at least 15 of the 50 countries examined.
2. It is marketed with the same name in at least three categories in three or more of the world’s geographical regions.
3. It is sold primarily in grocery stores, mass merchandisers and pharmacies.
ACNielsen found 23 global mega brand franchises in the food, beverage and confectionery area, owned by 17 manufacturers. Mars Inc. (Hackettstown, N.J.) holds three of the brands, while Nestle (Vevey, Switzerland), Unilever (London), Kraft Foods (Northbrook, Ill.) and Del Monte (San Francisco) each hold two.
Nestle led the way in terms of categories. Well-known for its chocolate, the company was found in 17 categories and, as ACNielsen discovered, has extended into breakfast cereals, baking/cooking aids and water, to name just a few. Even when acquiring other companies, Nestle has been quick to add the corporate umbrella name to the acquired brand.
Global Mega brand Franchises
Brands available globally in multiple categories
Brand Number Number
Brand owner Franchise of Categories of Countries
Nestle Nestle 50 17
Parmalat Finanziaria Parmalat 32 12
Weight Watchers Weight Watchers 18 12
H.J. Heinz Heinz 48 11
Kraft Foods Kraft 44 8
McCain Foods McCain 30 7
Unilever Lipton 50 6
Unilever Knorr 49 6
Cadbury Schweppes Cadbury’s 48 6
Kraft Foods Nabisco 37 6
Hershey Foods Hershey 31 6
General Mills Old El Paso 29 6
Mars Mars 48 5
Nestle Maggi 47 5
Mars Milky Way 46 5
Barilla Alimentare Barilla 41 5
Del Monte Foods Del Monte 39 5
Mars Uncle Ben’s 37 5
Sara Lee Sara Lee 24 5
Danone Danone 46 4
Dole Foods Dole 33 4
Kellogg Kellogg’s 47 3
Del Monte S&W 16 3
Source: Europeans and Biotechnology in 2002/PF
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