The New Corporate Long-Life Strategy Included Three Brand Names


The New Corporate Long-Life Strategy Included Three Brand Names

Philips Marathon was the name used for the longest-lasting or ˜˜best lightbulbs (guaranteed for five to seven years ), Philips Halogena was the name used for the second-longest- lasting or ˜˜better line of lightbulbs (guaranteed for two years), and Philips DuraMax was used for the entry-level or ˜˜good line of lightbulbs ( guaranteed for one year). Marathon and Halogena became available in 2000, and DuraMax was added two years later.

The name Halogena was given to the U.S. operation by Philipss European-operation, as this name had been previously used in Europe. Marathon and DuraMax were developed in creative sessions involving Philips management and Philipss advertising and public relations agencies. A series of names were tested among consumers, and those two names were picked as suggesting reliability and long life.




Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
ISBN: 735621675
EAN: N/A
Year: 2006
Pages: 172

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