I?m a grad student doing a project on branding. I?ve decided to focus on Disston Tools. Apparently, Disston is in the same situation that 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. I?m 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.
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