Cuisinart. Black & Decker. Maytag. These names sound like trustmark. But what is a brand name today? The lonely Maytag craftsmen turned thumbs waiting for a call because his company are products of high quality? Or is it because none of the products is made by Maytag or repaired, or even covered by a guarantee of Maytag?

I noticed a growing trend in the last ten years for companies that have a solid reputation of their brand, built up, sometimes decades or even centuries, to try to capitalize on this reputation by focusing on the brand, the products of others. Sears was a master in handling the Kenmore brand to a large number of products manufactured for sale from various manufacturers, as far as I know, Sears did not really have much themselves. But this new kind of brand marketing is different. A company like Sears still offers service for the products they sell, and no doubt they are very careful about what products they choose to make and sell. The new generation does not do her seal of approval from someone else and sell products. He sold the brand itself, so someone can see the brand recognition.

I discovered this a few years ago when my bread maker Black & Decker has encountered difficulties after a few too many loaves of whole wheat bread. The range began to deteriorate around the axis paddle to allow the bread does not mix well. I need a new paddle, and called the Black & Decker Company. To my surprise, I discovered that Black & Decker, the manufacturer or dealer of good reputation of so many common household tools, has not not only Black & Decker kitchen appliances are produced, but in reality does not sell. It licenses its brand to someone else.

The Applica Consumer Products Company sells bread maker, can opener, processors and other products with the brand name of Black & Decker. Sometime in the past that these devices were actually Black & Decker sells itself. But at least until the end of 2010, Applica will pay a minimum of $ 12,500,000 per year for Black & Decker for the right of this sign of confidence in the products currently sold and serviced exclusively by Applica stick.

This practice has obvious appeal for popular brands are looking for extra money to improve their results. $ 12,500,000 cash infusion years at no cost (except maybe a little legal expenses), a company can already earn more than an equivalent infusion of cash from the sale of real products where the cost of goods sold and other expenses are deducted. This is an excellent deal for the brand owner and licensee – money for one, the reputation of another. Unfortunately, it is not always so good for the consumer.

In the case of Black & Decker problem for consumers is that you can buy a brand in part on your confidence in this brand based, but to purchase the device at home, you have nothing to do with the company, its reputation of this brand built. In other words, you think, you buy quality because of the name, but there is absolutely no guarantee that this is the case. As I discovered when I do not throw at last initial to my Black & Decker Replacement Manufacturers Black & Decker bread to the same standards to respond relatively high. In other words, buying a company a license for the brand for quality, and sometimes wasteful as a call.

Another well-known brand that has sold his name to a line of lesser quality is the product of Maytag Corporation. Maytag Fedders Corporation licenses its brand to sell air conditioners, after Fedders ran into financial difficulties, while branching out to those units that were his specialty in the commercial space CVC less lucrative. Fedders is needed to drive sales faster, and adding a full line of new products with the Maytag name was an obvious solution behind it. This allows for some time, but unfortunately Fedders had the seeds of its own destruction by sown shortcuts in quality and outsourcing more and more component manufacturers, and finally the machine assembly, its small air conditioners. The end result was that the air conditioning of the Maytag brand has always numerous quality problems, and people who actually discovered about products before buying, that there will not be read to buy a good product.

Fedders suffered, and a series of unusually cool summers and has filed bankruptcy in 2007. Imagine the surprise of the discontented “Maytag” customers, called the Maytag qualify for the guarantee of their units to discover that Maytag had nothing to do with the products and not stand behind their own mark in the case of manufactured products from Fedders.

That is why it is so important to a product before buying research. Cuisinart food processors made until they meet in bankruptcy in 1989, the company that bought them, Connaire make, continue the same food processor, and my experience is the quality of the new units are not so good if it is not so extraordinary as the original. Cuisinart sold but also a range of devices such as coffee makers and bread machines. These correspond to our expectations of the Cuisinart brand? My experience with a Cuisinart bread machine was certainly not in line with my expectations for the name. It’s hard bricks of bread and I went to the store in a week! (That is, if I my second Black & Decker, who bought not much better.)

To perform a search for posts of products that you intend to buy before your deposit money. This is not a bad idea to “brand” and the words “license” with the brand name into an internet search, trying to learn more about the product you are looking to learn. You may find that the brand you buy a name and nothing more.

A rose may smell as sweet by any other name – but a dandelion, which was renamed a rose, under a licensing agreement several million dollars a year is not, a great addition to your flower garden.

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