Today’s we are going to talk about the birth of brands. Specifically, I want to discuss the decision for company to create a new brand.
Let me give you a few thoughts. The number of the major airlines have announced low-cost service under a new name (i.e. Song from Delta, Ted from United). Vollrath, a Wisconsin based cookware manufacturer, is entering the consumer market, after 130 years of success in commercial kitchens.
Today’s question is: What factors do you consider when deciding to create a new brand within an existing business?