BlackBook Dec Jan 2011 by Nick Haramis (executive editor), Victor Ozols (senior

By Nick Haramis (executive editor), Victor Ozols (senior editor)

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A well-known name (Cutty) combined with a descriptive adjective (12). Very logical from the point of view of the distillery. But what about the point of view of the drinker? When you order "Chivas on the rocks,' you let everyone know you want the best. Chivas Regal. " Nor does the promotion of Cutty 12 help the original Cutty Sark brand. It's a constant reminder to the Cutty Sark drinker that he or she is drinking a lower-quality product. Cutty 12 got into the ballgame after Chivas Regal, so we shouldn't have expected much.

Many companies practice a more suitable form of line extension. They don't extend the line. They extend the concept behind the product. 57 58 Volvo started to take off when they forgot luxury and driving and dependability and decided to focus on safety. Currently Volvo sells 400,000 cars worldwide and owns the safety position in the mind of the car buyer. ) BMW used exactly the same strategy in establishing the driving position. ) Take Volvo, for example. What's a Volvo? Like many auto brands, Volvo has had trouble recently.

Mallory saw the opportunity and introduced the Duracell alkaline battery in a distinctive black and gold case. Shortly after this book was published, we called up the Union Carbide advertising manager and told him that his company should introduce an alkaline battery with a new name. "We will never introduce a battery without the Eveready name," was his response. Enter the Energizer. ) Today, Duracell outsells Eveready and Energizer combined in spite of the fact that the public is enthralled with the 38 39 Energizer bunny.

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