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.