Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

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 1986 0 Kemper avoids tying its name to its regional brokerage houses. Brokers have their own names and regional identities.
2 1991 2000 Many corporations are changing their names (back) to their main product's name. Ex: United Brands was renamed Chiquita Brands. Consolidated Foods Corporation has renamed itself Sara Lee. Castle & Cooke was reborn as Dole.
3 1999 2834 Big drug firms need blockbusters to build growth. King Pharmaceuticals focuses on lesser known drugs. Its strategy is to buy low-selling products from larger companies and then advertise them.
4 2000 3021 To nab women's attention, Reebok is relaunching several of its most popular styles from the 1980s, including what it calls its Classic line of aerobic and fitness shoes.
5 2004 3651 LG sells some of its TV products under the Zenith brand, a long-time U.S. nameplate it now controls. This seems to help portray the company as a manufacturer of high-tech consumer electronics, from advanced cell phones to flat-screen TVs. Such an image allows LG to appeal to a customer base interested in innovation and technology
6 2003 3711 The VW has kept the price of the Bentley low at $155,000 by adapting the engine and chassis from the $70,000 Phaeton and the all wheel drive transmission from the Audi. They hope to sell 2,000 a year of the GT model. A sedan is due later in 2004 and is expected to bring sales up to 6,000. Bentley is expected to report a net profit in 2005.
7 2003 4213 Yellow Corp. (a trucking firm) bought Roadway and has stated that "other industries have dual-branding strategies too. We could come up with a strategy that focuses one brand on one set of customers and the other on another. Our mantra for the first year will be 'no change for the customer, no change to basic operations.' We want to keep our service levels up and stay focused on the customer. Scale matters in our business. At the end of the day, you're going to have four or five major players. This [acquisition] makes us…No. 3…behind FedEx and UPS."
8 2002 7011 In 1998, when the hotel industry was adding ever fancier rooms by the thousands, Choice Hotels, then a 3039 unit franchisor of Quality Inns, Comfort Inns and other budget names, decided to stay put.

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