Megabranding can be an effective strategy for marketers to drive growth and efficiency from power brands across related product categories under the right conditions. Executing the strategy successfully involves careful understanding of the brand’s specific equity and leveraging it for competitive advantage with robust marketing support.

When a consumer thinks of a megabrand, she may think of Coke, Budweiser or Cheerios.  These are all category leaders and are certainly “mega” in terms of their recognition around the world and sales figures.  But looking beyond sheer size, these products are actually quite limited in their scope: soft drinks, beer and cereal, respectively.  The word “megabrands” has a slightly different meaning for consumer goods companies and marketers: it relates to taking a power brand and extending its equity across related product categories to drive growth and efficiencies.  For …