Making tracks with someone else's name

Article Abstract:

Wolverine World Wide outdoor shoe company invented a clever way to achieve global market share with the brand name from another company. It licensed the Caterpillar name to convey rugged quality and powerful footwear, qualities that people associate with earthmoving machinery. The results have been phenomenal. Wolverine achieved sales of $665 million in 1997, selling more than 37 million pairs of shoes. Its Cat walking shoes sell for as much as $120 for a company that is now the largest footwear manufacturer in the US.

Women's Footwear (except Athletic) Manufacturing, Women's Boots, Men's Footwear (except Athletic) Manufacturing, Men's footwear, except athletic, Women's footwear, except athletic, Men's Work Shoes & Boots, Footwear industry, Licensing agreements, Caterpillar Inc., CAT, Construction equipment industry, Men's work shoes, Wolverine Footwear Group Inc.

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Turnaround hero lines up the drinks

Article Abstract:

Diageo PLC, the British liquor and food group, uses its strong brand names to market its entire range of products. Alcoholic drinks comprise 63% of sales volume and more than 50% of profit. Food sales account for the rest. Brand names include Gordon's gin, Johnnie Walker scotch, and Guinness stout. Executive chairman Anthony Greener is seen as a turnaround manager, with a history of making companies profitable. Diageo made $2.1 billion in 1998 on sales of $20 billion.

United Kingdom, Food & Kindred Products, Food Manufacturing, FOOD AND KINDRED PRODUCTS, Distilled and blended liquors, Liquor, Distilleries, Statistical Data Included, Management, Food industry, Diageo PLC, Liquor industry, Greener, Anthony

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Keep the message loud and clear: the investment in advertising is the most potent level for building a stronger brand

Article Abstract:

Australian companies can sustain market share and retain consumer confidence during an economic downturn with strong marketing and advertising campaigns. A commitment to reinforcing brand image and strength assists consumers in making spending decisions. Cutbacks in marketing only contribute to decreases in sales. Companies that regard advertising as a long-term investment rather than a negotiable business expense maintain their financial strength.

Marketing, Australia, Economic aspects, Advertising

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