Private Brands, Sears (Chapter 2)

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.

1. What is your evaluation of the TV ads?
2. Do you agree or disagree with the strategy of advertising the brand without tying it to Sears? Why or why not?
3. Summarize the type of information on the brand’s YouTube Channel. Discuss your evaluation of the items that are available.
4. Do you think there is a significant difference between these private brands and national brands? Why or why not?

Kenmore (Appliances)

• Television Ad, Laundry Time
• Television Ad, We Put More In
  
• Kenmore YouTube Channel
  

Diehard (Batteries)

• Television ad, The Getaway
• Television ad, Bikini Girl
  
• Diehard YouTube Channel

Craftsman (Tools)

• Television ad, Symphony
  
• Television ad, CTX Tractor
  
• Craftsman YouTube Channel