Im a grad student doing a project on branding.
Ive decided to focus on Disston Tools. Apparently, Disston is where Black and Decker was years ago: Black and Decker owned the DeWalt brand name and decided to launch it so they could develop professional notoriety, and they did.
It appears that Disston is in a similar situation with their Blu-Mol and Disston brands.
They are thinking that Disston could be the next DeWalt, but do not have the notoriety issue in that the Blu-Mol brand is positioned well (I think) in the minds of consumers and pros. Im inclined to think that they should build on the Blu-Mol brand and maybe offer a sub brand in Blu-Mol Xtreme as they have done in the past due to the small but existing brand awareness.
My questions: Who among you recognizes Disston? With enough time and money, one can launch any name as a brand, but why spend the money launching another brand (Disston) if you can make a power brand out of Blu-Mol?
I am very interested in hearing what do you think and thank you for your help.
Ive decided to focus on Disston Tools. Apparently, Disston is where Black and Decker was years ago: Black and Decker owned the DeWalt brand name and decided to launch it so they could develop professional notoriety, and they did.
It appears that Disston is in a similar situation with their Blu-Mol and Disston brands.
They are thinking that Disston could be the next DeWalt, but do not have the notoriety issue in that the Blu-Mol brand is positioned well (I think) in the minds of consumers and pros. Im inclined to think that they should build on the Blu-Mol brand and maybe offer a sub brand in Blu-Mol Xtreme as they have done in the past due to the small but existing brand awareness.
My questions: Who among you recognizes Disston? With enough time and money, one can launch any name as a brand, but why spend the money launching another brand (Disston) if you can make a power brand out of Blu-Mol?
I am very interested in hearing what do you think and thank you for your help.