Black & Decker to unveil new ID

Black & Decker is to introduce a new umbrella brand identity, to coincide with the launch later this month of a new range of DIY power tools.

The company will not say what the new range is, although a spokewoman claims it is a very significant step for Black & Decker.

She says the packaging for the new range will include a new Black & Decker logo, which is likely to be applied across all the company’s products.

McCann-Erickson is understood to be preparing new creative treatments for the advertising for the different Black & Decker ranges to support the new identity.

Black & Decker has dominated the UK power tool market since its entry into this country in 1955. According to Mintel, the total DIY market was worth ú88m in 1993, of which Black & Decker took 64 per cent. Its main rival, Bosch, took 25 per cent. Both major players, however, have begun to lose market share to smaller rivals and to own-label brands.

* Electrolux Domestic Appliances has appointed Black & Decker’s former European director of marketing and new product development, Adam Formela, as its new managing director. Black & Decker has appointed Alain Brunelle as his replacement.