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The tradesmen that purchased their own tools for professional use associated the B&D line with the consumer tools line. That association caused them to perceive B&D tools as being cheap, for home use, and subject to failure on the job.
B&D needs to 1) drop the B&D name in the tradesmen tools segment in favor of the DeWalt name, 2) use bold "Industrial Yellow" and black as the colors for the tools in this segment, and 3) create a brand image for the DeWalt line of professional grade, durable, rugged, and of the highest quality.
COMBINED BRANDING OF NON-COMPLIMENTARY PRODUCTS WAS A MISTAKE
B&D did not sufficiently separate their tradesmen tools product line from their consumer product lines...
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