Brand consolidation for increased impact

So far Cooper Hand Tools has offered its programme of tools under nine different brand names, which cover the categories of screwing, measuring, compressed air, soldering and cutting tools. But the US supplier has recently decided to combine one section of its programme of tools under the Nicholson brand name. “We can now offer our customers and dealers a programme that is uniform, clear and well structured,“ said Michael Knör, marketing director Europe.
New to the programme is Nicholson's universal saw.
Consequently, Nicholson is now producing and supplying pliers, screwdrivers, measuring tapes, spirit levels, hammers and scissors alongside files, saws and multi-functional tools. Nicholson is the most familiar brand name among the range available from Cooper Hand Tools in Europe. “We have designed the programme in such a way that it can be continuously expanded,“ Knör explained. The complete programme has at the same time been divided into three different quality levels, with the aim of meeting the needs of both the casual DIYer at the entry point pricing level and the professional at the other end of the spectrum.
It is planned to develop Nicholson into Cooper Hand Tools’ flagship brand.
The long-term plan is to reduce the total of nine brands that Cooper Hand Tools markets in Europe to four altogether. At all events, the “Weller“ name is to be kept on for the soldering programme, as well as “Crescent“ (spanners, pliers and screwdrivers), “Wiss“ (scissors and cutting tools) and “Lufkin“ (measuring tools).
But Cooper Hand Tool’s brand for the future is called Nicholson. The consolidating process is also to include greater uniformity in packaging design to gear the products to the modern requirements of self-service retailing. This idea has also influenced the design of the merchandising display unit, which offers flexibility for adapting to the requirements of DIY stores.
Wholly new items in the programme include a universal saw with four functions for use on wood, plastic or metal. The cast aluminium frame is capable of holding blades at a high degree of tension, which the manufacturer claims will guarantee trouble-free sawing in 90 or 45 degree configurations. The product has a quick-release tensioning lever, and can also be changed from a hacksaw into a jab saw. Where packaging is concerned, the emphasis is on allowing customers to actually touch and feel the product. Sales-promoting aids that are available include displays, pamphlets and A3 format…