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| Topic: |
Business
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| Number of pages / Number of words: |
5 / 1129 |
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This contradicts the laboratory and field tests conducted by B&D. The logical explanation for this is that the brand image created this false perception.
The DeWalt name was an underutilized brand in the B&D family. Research shows that the DeWalt name had a 70% awareness rating, 63% of tradesmen rated is as "One of the best" compared to only 44% for B&D, and 51% of tradesmen expressed some purchase interest...
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Other than the awareness rating B&D trailed substantially in these categories in the tradesmen tools segment. DeWalt is a name that could be leveraged in this segment to capture significant market share from Makita.
The contrast of Black and Grey to differentiate the tradesmen tools segment from the consumer tools segment was not sufficient...
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