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NEW YORK When a consumer thinks of a megabrand, he or she might think of Coke, Budweiser or Cheerios. These are all category leaders and are certainly “mega” in terms of their global recognition 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.
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