Page 26 - Branding Yourself and Your Business

22 ROBERT DRAKES

are looking for in the store and will be getting it for the best price.
The name Best Buy is simple and easy to remember and gives
the consumer a positive image in their head just from the name.
Circuit City on the other hand did not fair so well with basically
the same business. When a consumer hears the words Circuit
City, they might know what they are selling but it lacks the
positivity of going to Best Buy to purchase the same product or
brand. Is the consumer going to get the best buy at Best Buy,
maybe, maybe not, but they will feel better about themselves
and the purchase in part of the name of the store.

Here is where not over extending the brand can come into play.
As long as Best Buy continues to focus on electronics and home
appliances they should be able to maintain there place in the
market. However, if you start to see Super Best Buy stores popping
up that include supermarkets they will be in trouble. It is one thing
to go to a Super Wal-Mart or Super Target for groceries but to do
that at an electronics store would be too far out of the ordinary and
their place in the market would quickly disappear.