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March 6, 2007

Does the Honeywell Brand Name Extend to TVs?

I read with interest that Honeywell International Inc., best known for thermostats and jet engines, will be extending its brand name to flat-panel TVs.

honeywell_image.gifHoneywell is far more well known for building aircraft engines and thermostats; this is their first move into consumer electronics.

They are partnering with Soyo Group, a small manufacturer known for their computer monitors and motherboards. Soyo, by the way, just secured $12 million in credit to “serve its growing channel of retail and OEM partners.”

This TV foray, which will provide possibly $3.84 million in royalties for the Honeywell brand name, is really very minor compared to the $31+ billion Honeywell earned in sales last year, but it is a good brand extension - far better, than, say, the $10,000 H316 Kitchen Computer it introduced in 1969. The TV initiative will bring the Honeywell brand name in front of millions of consumers who might already be aware they are using Honeywell’s products.

flat_panel_tv.gifThe rise of flat panel TV brands has opened the door for other well known American corporate names to partner with low cost Asian producers and take advantage of new markets with price conscious consumers.

In December of 2005, I noted that well loved (and for decades, defunct) TV brands like Zenith, Polaroid, and Westinghouse have resurrected their names on flat panels.

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Posted by William Lozito at March 6, 2007 9:34 AM
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Sometimes you can spread a name too thin. I do not see TV sets, when I think Honeywell. In looking back at your 2005 post, I was reminded of last winter when I saw a new, new I say, Crosley refrigerator! A company in North Carolina also is selling retro electronics with the Crosely name. The refrigerators may be a seperate company. I am not sure. Too bad, it has neither seems to have a connection to the Crosley home city of Cincinnati.

For what it's worth, when I hear Honeywell think of thermostat controls. Perhaps I am not aware of their other products, but this may be the image others have when they think of this company as well. Hope my input helps!

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