Beyond 'McBranding': The Death of Monolithic Brand?
Independent market analyst Datamonitor comments on the recent moves by McDonald's and Coca-Cola to grow beyond their core markets.
The power of mega-brands such as Coca-Cola and McDonald's has never been doubted. However, the current environment of changing consumer lifestyles requires the need to develop a portfolio of highly focused and differentiated products and services. In this scenario, the monolithic brand can prove a hindrance rather than a help. This week saw some the world's biggest brands joining forces to leverage each other's strength in order to capitalise on new markets. Datamonitor's consumer markets division highlights the potential pitfalls and advantages of the new ventures.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 17 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Danone's Q1: four things to learn
- Interview: Sir Kensington's on sale to Unilever
- Column: Why snacking is the new meal
- Interview: "Disruptive" snack brand Hippeas
- Nestle Q1 update: four things to learn
- Tyson shops Sara Lee bakery, Kettle and Van's
- Nestle to cut UK confectionery jobs
- Icelandic to sell Saucy Fish Co. owner Seachill
- Tyson to buy burger-to-entree firm AdvancePierre
- TreeHouse Foods sells soup, baby food units