Fishing & Boating News

What's in a Name? Mercury Brand Strategy Leverages 60-Year Heritage

Number one marine power company has number one marine name

by: Tony Esposito, Mercury Marine

(Wednesday, December 09,1998 - Fond du Lac, WI.) Mercury has announced sweeping changes to leverage the equity and 60-year heritage associated with the number one name in marine products and services, and consolidate its premium domestic brands under a single Mercury banner.

Beginning in 1999, Mercury Marine and Mercury Outboards will convert to the "Mercury" banner. MerCruiser becomes "Mercury MerCruiser," with MerCruiser in a supportive role under the banner logo. Mercury, Mariner and MerCruiser Hi-Performance and Racing products will now come under the "Mercury Racing" banner. Likewise, certain parts and propeller products will be packaged as "Mercury Precision Parts" and "Mercury Propellers." Mariner Outboards, a strong international brand, will continue to be available domestically and over seas.

Extensive consumer research shows that Mercury is the most recognized name in the marine industry. When asked to name a marine, boating or engine company, people name Mercury first by an overwhelming margin of 2 to 1. Similarly, 92 percent of consumers relate MerCruiser Sterndrives to the Mercury brand name.

With the change comes a new look that will unify the brand throughout the corporate and business unit identity and include individual product lines. All prominently use the new Mercury "banner" logo, which features a distinctive icon utilizing the capital "M" in Mercury. The icon is stylized to portray forward movement and speed -- traits often associated with the Mercury name. The "M" is poised on the pinnacle of two waves, to associate the product with the water and to depict "riding the waves" of success into the future.