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

Borrow equity of another company's brand

Use licensed properties

No. Year SIC Note
1 1993 2000 Many companies are co-branding products. For example, General Mills recently introduced 2 dessert-bar mixes. One contains packets of M&M's. The other notes that the preserves for its raspberry bars come from Kraft.
2 2001 2300 One of OshKosh B'Gosh's most lucrative licensing partnerships is with Evenflo Co., a baby care manufacturer that uses the OshKosh name for strollers, baby carriers, bouncers, and more. In addition, OshKosh has also made a deal with Toys R Us for a plush toy line.
3 2002 2389 Shoe designer Sketchers USA has strength in its flexibility in developing products that keep up with the latest fashions. However, on other fronts, the company takes it slow and easy. It's taken longer than most marketers for the decade-old Sketchers to license its name. But recently, top men's and women's hosiery maker Renfro became the exclusive licensee for a line of Sketchers-branded hosiery.
4 2004 2389 Oxford Industries has acquired Tommy Bahama and Ben Sherman as part of a plan to morph into a hip, multiple-brand lifestyle company. Oxford will license Tommy Bahama, in fragrances, handbags, eyewear, ceiling fans and sailing yachts, in addition to its footwear, swimwear, accessories and home furnishings. Oxford holds the exclusive licenses to produce and sell certain products for Tommy Hilfiger, Nautica, Geoffrey Beene, Slates, Dockers and Oscar de la Renta.
5 1996 3569 Caterpillar is also teaming up with Mattel to create a line of toys based on its construction equipment. Products will include "Hot Wheels" plus battery-operated, ride-on toys.
6 1997 3634 Housewares vendors, hoping to add excitement to their offerings, are increasingly using licensed properties to gain awareness with both retailers and consumers.
7 1997 3949 GT Bicycles recently issued a limited-edition series of bikes developed in conjunction with Harley-Davidson motorcycles. GT Bicycles sold 1,000 of these models, with trademark Harley-Davidson flamed fenders and a faux gas tank with detailed insignia.
8 2004 4899 Customers can now get phone services from Time Warner Cable but in many cases the call runs over Sprint Corp.'s lines. Virgin Mobile USA LLC is offering prepaid cell phones but the underlying service is Sprint's.
9 1991 8700 H&R Block makes its products/commercials more palatable to tax-averse citizens by doing joint commercials with other companies and products (like Excedrin).

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