Archived posting to the Leica Users Group, 2006/02/18
[Author Prev] [Author Next] [Thread Prev] [Thread Next] [Author Index] [Topic Index] [Home] [Search]The Porsche Design Group was established to build on the intellectual strengths and perceived market acceptance of the name Porsche. They are for hire, independent of car needs. I remember that they have designed eyeglass frames, cameras, and God knows what else. Ditto the Lotus Name. This is more commonly seen than one thinks.... Donald Trump ( that bastion of all that is expensive, lavish, boisterous, and otherwise tasteless) has branded his name on everything from water to buildings and golf courses. Branding is a way to make money by using some expertise leant to another. Sometimes the expertise is intellectual, sometimes it is manufacturing, and usually it is pure hype ( Trump Water, lots of perfume endorsements, Disney, etc. ). As long as one protects the brand, it works. Buying a Brand is another smart move. ( Zeiss over many years in their formative years, Kodak, General Motors, Ford, etc.) all did this. Yes, there was some economies of scale as well, but truly, using the Brand to sell, then integrating that brand and capitalizing on that name, is the marketing genius. Frank Filippone red735i@earthlink.net