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Article: Shelf awareness: What's in a brand name? Quality, sometimes. But it pays to determine if a label is worth the added cost.(Features)(Work & Money)
- Article from:
- The Christian Science Monitor
- Article date:
- June 19, 2000
CopyrightCOPYRIGHT 2000 The Christian Science Publishing Society. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ever since manufacturers began slapping their names on products, certain names have created consumer magic. Say "Rolls-Royce" or "Macintosh" or "Rolex" and everybody forms an image. Good brands aren't always pricey. Shopping at Target suggests good quality at a great price, brand experts say.
But names aren't always the consumer's best guide. Sometimes, they're just confusing.
For example, guess who makes the following dishwashers. Sure, some are easy: GE Profile (General Electric) and Frigidaire Gallery (Frigidaire). But how about Hotpoint, Magic Chef, KitchenAid, and Kenmore? (Answers: General Electric; Maytag; Whirlpool; General Electric; and ...