Mega Product Class
Product classes are grouped into mega classes, and the grouping decides how far a corporate brand can stretch.
Focus a Corporate Brand strategy on a single mega class and one brand investment carries its marketing impact across every product line inside it.
Diversify across several mega classes and brand loyalty falls. Consumers are unlikely to trust a brand selling both pharmaceuticals and toys.
The mega classes
| Mega class | Product classes inside it |
|---|---|
| Fashion | Apparel, Footwear, Leather Goods |
| Food and Beverage | Beverage, Food, Livestock Products, Snacks |
| Healthcare and Beauty | Body Care Products, Cosmetics, Drugs |
| Electronics and Appliances | Communication Devices, Computer, Electronic Products, Home Appliances, Photography Products |
| Luxury Goods | Jewelry, Watches |
Everything not listed above is its own mega class. Sport Equipment, for instance, stands alone and is not grouped with anything else — so a brand built on it gains nothing elsewhere, and loses nothing to it either.