Cuisinart. Black and Decker. Maytag. These sound like the brand you can trust. But what is a brand these days? It is the lone Maytag repairman sitting waiting for a call, because his company's products are of high quality? Or is it because none of the products are actually made or serviced by Maytag, Maytag, or even covered by a warranty?
I have an increasing trend over the past decade or so have noticed, for companies that have built a reputationfor their brands, sometimes over decades or even centuries, to prove that reputation by linking its brand to products of other people's money. Sears sold a master in dealing with the Kenmore brand to a large number of products from different manufacturers, as far as I know, Sears is not really much of anything themselves. But this new kind of brand marketing is different. A company like Sears still offers services for the products they sell, andPresumably they must be very careful about what they choose to brand and sell products. The new breed is not set their seal of approval on someone else's product and then sell them. And 'the sale of the brand itself, so that someone can take advantage of the reputation of the brand.
I found this a few years ago, when I got bread maker Black & Decker in difficulty, wholemeal bread, loaves of bread after a few too many. The paddle has started slipping on the paddle, so that the bread do not mixproperly. I needed a new paddle, and called the company Black & Decker. To my surprise, I discovered that Black & Decker, the well-known manufacturers or distributors of so many common household tools, not only failed to produce Black & Decker kitchen appliances, but not actually selling them. They had their trademark licensed to someone else.
Consumer product applications, the company sells bakers, can openers, food processors and other products, the brand Black & Decker to wearto call. They were at some point in the past, these devices actually sold by Black and Decker himself. But at least until the end of 2010, the application is a minimum of $ 12.5 million a year in Black and Decker for the right to pay the brand of choice for products that are now sold and serviced exclusively by-stick applications.
This practice has obvious appeal to the popular brands looking for more money to improve their income. An injection of $ 12.5 million in cash for yearno cost (except perhaps a little 'legal fees), a company may seem much more profitable than a corresponding infusion of money from the sale of existing products where the cost of goods sold and other expenses must be deducted. This is a great thing for the brand owner and licensees - one for the money, the reputation of others. Unfortunately it is not always so good for the consumer.
If Black & Decker, the problem for consumers is that you are buying a brandbased in part on the trust the brand, but the appliance industry has to buy something with the company that has built a reputation on this brand. In other words, you plan to buy quality because of the name, but there is absolutely no guarantee that this is the case. As I discovered when I finally throw away my original Black & Decker replacement "Black and Decker" bread machine life is not up to the same standards pretty high. In other words, a companypurchased the license for a brand known for its quality, and then sometimes squandered that reputation.
Another well-known brand, which sold its name to a line of lower-quality product, Maytag Corporation. Maytag Fedders Corporation licensed its brand to sell air conditioners, after Fedders was in financial difficulties, while the branches of these units, which were his specialty, and in less lucrative commercial HVAC room. Fedders necessary to increase sales quickly, and the addition of awhole new line of products under the Maytag name behind it was obviously a fix. This helped for a while ', but unfortunately Fedders had the seeds of its own destruction, by sowing the link quality and offshoring more and more of the component manufacturer, and finally the installation of machines, its small air conditioning systems. The end result is that air conditioning systems with the Maytag brand was always full of quality problems, and the people who actually read before buyingdiscovered that this is not a good product to buy.
Fedders suffered, as well as a series of unusually cold summers and the failure in 2007. Imagine the surprise of the discontented "Maytag" I called Maytag customer for warranty support to their units, only to find that Maytag had nothing to do with the products behind the brand and not be in the case of products from Fedders done.
This is why it is so important to do your researchon each product before purchasing it. Cuisinart did great food processor until it is bankrupt in 1989, the company that bought connate do, continue the same food processor, and in my experience the quality of new devices, at least good, if not so outstanding as the original. Cuisinart but also sells a range of other appliances such as coffee makers and bread machines. They lived up to our expectations of the brand Cuisinart? My experience with aCuisinart bread machine was not in line with my hopes for the name. It 'made bricks baked bread heavy and I was back to the store in a week! (That is, if I my second Black and Decker, who have not much better.)
To search for reviews of products you want to buy before your money. Not a bad idea to change the words "trademark" and "License" along with the brand name in a search on the Internet, if they try to learn more about thatProduct that you are after. You may find that the brand you buy is a name and nothing more.
A rose by any other name, like the smell - renamed, but a dandelion, which is a rose, with a licensing agreement worth several million dollars a year is a great addition to your garden with flowers.
