Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

Knowledge: Add knowledge

Company and products: Help customers recognize and recall name of company and its products

B. Create brand for company or product.

Use an existing company-owned brand

Bring back or use old brand

No. Year SIC Note
1 1999 5300 To build up an online hardware store, is acquiring Tool Crib of the North, a closely held mail-order business. Amazon will continue to print and distribute millions of catalogs under the 51-year-old Tool Crib name.
2 2000 5411 Dutch Grocer Royal Ahold is the fourth-largest supermarket in the nation. To gain footing in the supermarket business, the company buys up family-run chains and allows the stores to continue trade under their established name. The strategy appears to be paying off with high operating margins and sales per square foot.
3 2001 5621 Charming Shoppes Inc. specializes in plus-size fashion brands, its recently acquired Lane Bryant line being its crown jewel. Previous to the acquisition, about 57% of its revenue came from plus sizes; now it is at 72%.
4 2004 5942 Barnes & Noble has 868 stores, 234 in malls under the B.Dalton and Doubleday logos.
5 2001 5945 Following its acquisition of the eToys Website, software and warehouse last summer, KB conducted focus groups to see whether it should fold the old eToys into its own site.
6 2000 6141 Diners Club International is issuing its first new card in the U.S. in five decades. They are resuscitating another illustrious name from the past, Carte Blance, a card also owned by Citigroup that is still in limited circulation but hasn't been marketed.

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