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THE BLACK & DECKER CORPORATION HOUSEHOLD PRODUCTS GROUP: BRAND TRANSITION The objective of this case is to design a marketing strategy to transfer the Black &Decker (B&D) name to the General Electric Households Division's (GE) small - appliance lines acquired by the first one in 1984; keeping the market share increase resulted from the acquisition. This case will give us a broader view of how to manage brand transitions in acquisition processes. In order to do so, a SWOT analysis is initially recommended : B&D and GE´s strengths (S) and weaknesses (W) in the Household market before the acquisition, opportunities and threats faced by the new B&D in the same market. Later we will consider the synergies created by the new company as well as the market trend (consumer behavior and competition). Finally, a marketing strategy will be suggested for the brand transfer, making special emphasis on timing and communication issues. Strengths and weaknesses...

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