Black and Decker

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Title: Black and Decker

Essay Details:

Subject: Business

Author: Johnny B

Date: May 5, 2015

Level: University

Grade: A

Length: 9 / 2512

Essay text:

To get back into competition with Makita, B&D would have to answer several questions about their brand and identity, specifically: 1. Is the Professional-Tradesmen segment worth pursuing? 2. What is the problem with B&D's image? 3. How should B&D change their image to positively affect the Tradesmen market? 4. What factors come into pricing this new brand? 5. What outlets should B&D use to market and sell their products to tradesmen? Brand perception can be one of the biggest factors in a company's success or failure. This case analysis looks at the redevelopment of B&D's brand specific to the Professional-Tradesmen sector of the power tool market...

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