October 4, 2000 Arm & Hammer It seems that Church and Dwight have tried to exploit the Arm & Hammer name by putting it on many different products. This has diluted the brand name recognition that has made Arm & Hammer synonymous with baking soda. Strengths include: Brand name recognition in U. S., variety of uses for product, Davies – CEO experience with company, stock voting requirements, staggered board terms, severance agreements, marketing/consumer products experience on board, environmental policies, environmental …showed first 75 words of 389 total…

…showed last 75 words of 389 total…strategy. “Sudz by Arm & Hammer” could be the type of emphasis used in the advertising. This would still exploit the brand name recognition of Arn & Hammer. The name Arm & Hammer used to mean one product, baking soda. Now if the wife sends hubby to the store with Arm & Hammer on the list, she might get baking soda, toothpaste, laundry detergent, etc. The use of the brand name has been hammered into the ground. ------------------------------------------------------------------------ **Bibliography**