Super brands and the rise of them


When asked about a certain industry, there is always one brand or product in particular which comes to mind before any other. More often than not, these products are owned by a larger parent company, which have excelled in dominating the market they operate within. Super brands are establishing themselves throughout the world, with many taking over more competitors by the day, establishing their position as a world leader.

That said, we have a look at just a few of these super brands throughout the world, and what they have had to do in order to get to the position they are in today.


In order for a brand to embed itself in our hearts and lives, it has to have done something ridiculously special — and that is exactly what the American drinks manufacturer did. The red velvet suit, the thick white beard, and the warming smile we’ve all become accustomed too, can only mean one thing. The image of Santa is one that is engraved in us all, and it was all created by Coca-Cola. In 1931, at the ripe old age of fifty, the soft drinks company realised they needed a new marketing campaign for the festive period, so commissioned artist Haddon Sundblom to create an image of Santa Claus — the image we all think of today.

Responsible for the consumption of almost two billion servings of the carbonated soft drink every single day, Coca-Cola is readily available in 200 different countries across the globe. Back in 1886, the drink, which ran the slogan, “relieves exhaustion”, included a slightly unexpected ingredient — cocaine. Unsurprisingly, amendments to the secret of Coca-Cola were made in 1903, and since then, it has remained virtually unchanged.

But it isn’t just the black liquid which Coca-Cola dishes up, quite the contrary. If it’s a health kick, Coca-Cola have you covered with Smart Water, or on a night out painting the town red, the tonic to your gin is also there with Schweppes. In fact, 80 drinks across 20 different brands exist under the red bannered umbrella.

Annual revenue for 2018: £24.656 billion


When you consider that breakfast is the most important meal of the day, promoting weight maintenance and weight loss, it is no surprise that Kellogg’s, and their 16 brands have cemented themselves as a staple within our day to day lives.

The brand, which resides in Battle Creek, Michigan, founded in 1906, regularly battles with General Mills to be the number one morning choice. Despite Kellogg’s reputation for shifting a variety of cereals, including the flagship Cornflakes, it is the recent acquisitions which it has decided upon, that have helped develop its name as a super brand.

The snack market wasn’t a completely new experience — it had already been tapped into by Kellogg’s through the likes of its cereal bars, however in order to achieve the next step, it needed to follow a slightly different route. Pringles, the crisp, or potato chip business (if you insist on speaking like our colonial cousins) was purchased from P&G in 2012, for the ripe old figure of US$2.7 billion. Kellogg’s have seen a massive return on their investment however, with Pringles sales growing from US$4.8 billion in 2011, to US$6.5 billion in 2014.

In 2016, Netflix helped push Kellogg’s further into the limelight, with its series, Stranger Things. The fictional character Eleven, has a love like no other for Kellogg’s Eggo waffles, which was enough to encourage a massive boost in sales of the product in the US.

Annual Revenue for 2018: £10.481 billion

Volkswagen Group

In 2018, the automotive group which includes Audi, Porsche, Skoda and Volkswagen, among many others, laid claim to the title of the world’s biggest car company, selling approximately 10.83 million units.

The brand, synonymous with its initial model, the Beetle, was founded in 1937. Since its advent, it has managed to surpass the likes of American manufacturer, Ford, despite a start that nowadays for Volkswagen, many would consider to be unbelievably lacking in pace. The Beetle, whose presence on our roads is not as popular a sight as it once was, saving us all a punch from our sibling playing ‘yellow-buggy’, sold a spectacular 21.5 million units during its 60-year spell.

Although the Beetle, and predecessors such as the Volkswagen Golf, have helped develop the German manufacturer’s name throughout the world, becoming a major super brand across the world is owed in most, to its acquiring of other major brands. Back in 1986 Skoda was deemed somewhat of a laughing stock within the motor industry, often making themselves the butt of advertising jokes. However, VW bought them out, gave them a make-over, and now they are one of the most popular car brands across the world, having connotations of quality German engineering. Under the Volkswagen Group brand there is a car for everyone.

Annual Revenue for 2018: £205.319 billion

Procter and Gamble

The company’s infancy was meek — established by British candlemaker, William Procter, and Irish soap maker, James Gamble, in the United States in 1837 — however their ethos revolved around growth, and a speed-enhanced one at that. Few throughout the world, particularly involved in business, have benefited from war, but the men behind hygiene did. Following the start of the Civil War in America, Procter and Gamble were contracted in to supply the Union army with their two specialties, candles and soap.

Their commitment to establishing quality products became instantly recognisable, as they began to conquer numerous markets throughout the world. When asked why P&G have purchased the brands they have, Vice-Chairman, John Moeller noted, “categories we like are those where a product is used daily or even more than one time in a day.”

Procter and Gamble don’t only buy into the markets we use every day, they dominate these markets by purchasing all the competitors. Ariel, Bold, Daz, Fairy and Lenor — the five options that would come to mind when washing your clothes. Yes, you’ve guessed it — P&G own them all. With more than 30 brands across the globe, Procter and Gamble ranked highly on several employer lists, including 22nd on Best Employers for Diversity 2019, and eighth on Just Companies 2019.

Annual revenue for 2018: £51.774 billion





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