Category — Brand architecture
Kraft’s decision to name its soon-to-be-stand-alone snack division, “Mondelez” is a very smart move in more ways than one. “Monde” is derived from the Latin word for “world” and “delez” means “delicious”. By separating the snack division from the North America focused grocery division and giving it a name that is clearly not America centric, Kraft is establishing a business that will have global appeal.
March 26, 2012 1 Comment
The acquisition of Businessweek by Bloomberg created a natural reason to put both brands together… and it is a good example of when a co-brand strategy can really work. It may seem obvious where it all ended up, but I am sure there was some serious consideration before the dual brand name was engraved in the masthead. Kudos to Bloomberg.
August 16, 2010 7 Comments
It looks like Hertz will be buying Dollar Thrifty. This presents a number of challenges related to which brands they keep, and whether the jettison any. The market leader Hertz in now in 146 countries with 8,200 locations, and this is what is attractive to Dollar Thrifty. Access to better systems and more locations. So from an operational standpoint, there are valuable synergies.
April 27, 2010 18 Comments
In an interesting feature in CNET News, Tom Krazit raises an interesting point that the Google brand has come to mean search, but their business is becoming much more than that. He speculates that Google will have to redefine its brand. I think there is another way to skin that cat.
April 23, 2010 74 Comments
Back in the late 1980’s, Toyota made a bold business decision to separate its luxury products into a new company to compete directly against Mercedes and BMW. The creation of the Lexus brand quickly was followed by Nissan (formerly Datsun) renaming its luxury business Infiniti. This was brand separation with many questions. How much brand equity should be shared with the parent? Does Toyota quality or engineering bring anything to the party for Lexus? Can Toyota be believable as the manufacturer of a luxury product? Should a Lexus dealer be situated in or near a Toyota dealer? Should they look the same? Should they act the same? [Read more →]
March 15, 2010 36 Comments
From a marketer’s standpoint, the resurgence of the Ford brand is a monumental success. It wasn’t but a few decades ago when Ford was viewed just like the other big three auto manufacturers. [Read more →]
March 12, 2010 2 Comments