Branding

Leveraging a Strong Brand Name

By November 12, 2009 No Comments

Here’s a test: quickly name an item produced by Interstate Bakeries. Having difficulties? Try this: quickly name something produced by Hostess. Easy, right? If you’re like me, not only can you name several items (Twinkies, Ho Hos, Ding Dongs, Fruit Pies, etc), you can even see the packaging and imagine the taste. (I’m sure your doctor hopes that you aren’t all that “like me” in this regard.)

With that brand awareness firmly in mind, Interstates Bakeries became Hostess Brands this week. It makes sense, doesn’t it? They have several other brands within their product line, including Home Pride and Dolly Madison, but Hostess is the one that’s immediately recognizable.

When you have a name as successful as Hostess, it can be very stategic to align your corporate branding with it. Hostess is known to multiple generations. Sure, other solid choices were available for a new, more recognizable corporate name. But I’m sure any Hostess employee would tell you they prefer the title, “the Hostess man” to the title “the Twinkie guy”.

Author Chris Young

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