... power tool company and made the brand name synonymous with household products such as Dustbuster and Spacemaker. Heavy promotion of household products served to increase power tool sales in the Consumer segment, possibly due to greater brand recognition/loyalty, while failing to increase sales in the Tradesman segment. The failure to increase market share in the Tradesman category could be in part to Black & Decker's strong household brand association. Power tools carrying the same brand name as household appliances could create perceptions that Black & Decker power tools are not as tough and suited for everyday construction use as the competitors. As the case notes "Tools and their performance were a constant topic of conversation on the job site." And consumer feedback such as "...Black & Decker makes a good popcorn popper, and my wife just lover her Dustbuster, but I'm out here trying to make a living," show the tremendous power ...

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