Our text states,” A brand is a name, a term, symbol, our any other unique element of a product that identifies one’s firm product(s) and sets it apart from the competition.” Companies depend on their products being identified and purchased by consumers by way of these brandings.

When deciding upon a name, brand our symbol the company has to make sure that it is memorable, easy to say and recognizable to the consumer. Companies first use the “easy” test; easy on the eye, easy to say, easy to remember and easy to read.

Prym Consumer USA Inc., (formerly Dritz), a sewing notions and craft company located in South Carolina. Prym Consumer is the largest manufacturer and distributor in the United States and has been for 400 hundred years.

Originally, the company sold all their notions and tools under one name or brand, if you will. It was known and recognized all over the country by all those who sew, quilt, and craft. As the years went by, sewing and quilting underwent a slow period and notions did not sell as well as expected. In the past fifteen years or so, crafting along with sewing and quilting has become one of the most popular hobbies and pastimes outside of paper crafting. As the needs grew, so did Dritz. Later, they change the name due to the changes, needs and market of their consumers. They now sell with other brand names, all created by one company. The strategies used by the company were individual, family, store and national brand. The Prym/Dritz name is a registered and licensed trademark.

There are several other names/brands under their umbrella. Collins, Sewing
Basket, Quilting Basket, Fons and Porter and many other brands are sold under
Prym. In order the stay above the competition and identify with all those who would have a need for their products, Prym changed their look in their packaging to attract particular groups. The Sewing and Quilting Basket brand is exclusive to
Michaels Stores Inc., and Sewology is exclusive to Hobby Lobby. Both products made by Prym. These items offer the same durable and dependable usefulness but can be purchased at a cost savings. Also, Prym has adopted the cross brand strategy. Loops and Threads is a brand name with Michaels, but Prym creates and manufactures the items that carry the name.

References; Marketing: Real People, Real Choices, Fifth Edition, by Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart. Published by Prentice Hall.
Prym Consumer USA Inc. North Carolina, Prym.com
Michaels Stores Inc. Irving, Texas Michaels.com