Hamilton Beach/Proctor-Silex Signs Brand Extension Agreement
Dec 19, 2005
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Hamilton Beach/Proctor-Silex, Inc. signed an exclusive representation agreement with Brand Sense Partners, LLC, an integrated brand extension and business development firm.

Hamilton Beach/Proctor-Silex currently sells more than 35 million kitchen appliances annually. The Brand Sense partnership's aim is to extend the brand into other compatible categories, with products be sold through new and existing distribution channels.

The agreement goes beyond the “logo slapping mentality often used purely to achieve a low cost added revenue source. This limited approach has dogged the licensing industry for years,” said Robert Hollander, president of Brand Sense. “We are working hand in hand with the HBPS marketing team to help them fully engage their brand in consumers’ lifestyles and build on the important emotional connections consumers have with their name.”

Hollander said that consumer testing showed consumers will embrace the Hamilton Beach/Proctor-Silex name across other household categories.

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