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August 21, 2008

Ghost Brand Naming Haunts Hard Times

I'm haunted by ghost brand names that often tend to reappear during economic downturns, or so says the New York Times.

The cost of introducing new brand names into the market can be even more frightening than resurrecting the dead, and this has meant that some brands are walking among us that we once believed to be buried.

eaglesnacks.pngEagle Snacks is one example. Surprisingly, 6 out of 10 adults remember the brand. It would cost between $300 and $500 million to get those types of numbers with a new snacks brand, so welcome back, Eagle Snacks.

But there also tends to be a new twist on the beloved brand names that keep resurfacing. Eagle Snacks has added brand extensions named Bursts and Poppers, while the Alka-Seltzer brand has been revived with its own extension called Wake-Up Call.

Even credit card branding has ghost brands that seem to come back as sub-brands or are kept alive, marketed to select groups.

Old car brands might be floating over to Europe and Asia, specifically Oldsmobile, Le Sabre, Park Avenue and Century.

In addition, Miller is reviving its "Great Taste, Less Filling" ads.

6a00e39822b72d883300e553eb0bc48833-320wi.jpgBut the real brand naming comeback of the year is Hydrox cookies, which is a brand that simply will not die thanks to avid consumer activism.

This means thousands of phone calls, petitions and, of course, an online campaign that was started by one loyal cookie fan. Other bloggers have even asked Kellogg's to start a Hydrox-Oreo taste test.

More and more brand naming is getting into the hands of people who just will not let a good brand RIP.

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Posted by William Lozito at August 21, 2008 9:15 AM
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