BrandWeek describes it...but really the question remains - what is a megabrand? Is it something that "relates to taking a power brand and extending its equity across related product categories to drive growth and efficiencies"? Or is it just a powerful company in general? There seems to be so many large brands out there acquiring different little brands...so I wonder if technically they count as well?
Nielsen also does a nice piece on "How Can a Mega Brand Equal a Mega Success?". The key points made to keep a mega brand a mega hit revolve around the following: cross-over consumption, good practice, sustainable competitive advantage, unique relevance, persuasive actions, credibility carries clout, invest for growth, & distinct direction.
Looking forward to watching to see which companies are considered or not considered mega brands in the near future depending on which successful growth tactics they take!
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