Sears owns three private brands – Kenmore, Craftsman and Diehard. Like a number of other private brands, Sears has launched advertising campaigns that do not mention the brand is a privately owned by Sears. In addition to the broadcast ads, Sears has established a YouTube Channel for each brand.
Suggested Activity: Pick one of the private brands below. Watch the videos and then answer the following questions.
- What is your evaluation of the TV ads?
- Do you agree or disagree with the strategy of advertising the brand without tying it to Sears? Why or why not?
- Summarize the type of information on the brand’s YouTube Channel. Discuss your evaluation of the items that are available.
- Do you think there is a significant difference between these private brands and national brands? Why or why not?