Dreyer’s or Edy’s? Why Have Two Names for the Same Product?

At the end of Main Street, USA at The Magic Kingdom in Disneyworld, Florida is the “Edy’s Ice Cream Parlor.” At the end of Main Street USA at Disneyland, California the same shoppe is called, “Dreyer’s Ice Cream Parlor” I was confused…did Dreyer’s change names to Edy’s? I wonder how many other customers wonder the same question.

The answer is NO, Edy’s=Dreyer’s. While I enjoyed my delicious ice cream sandwich ( made with another strong classic brand… Nestle’s Toll House cookies), I considered the motivation for Dreyer’s to have a second name, Edy’s (in the east). Motivation? I perhaps one reason is their competitor, Breyer’s. The name is too close for comfort, so they are experimenting with a different name. Or perhaps they purchased Edy’s and kept separate names for branding purposes in their respective regions. I really don’t know. But why not choose one name to strengthen a national image? Isn’t that a headache to maintain 2 websites? It seems like it would be. What about a national ad campaign in a magazine? It seems it would be hard to compete when you have to promote two different names…a challenge Ben & Jerry’s certainly doesn’t have to deal with.

Here’s a couple ways they maintain two brands: The reason I realized that Edy’s might be the same as Dreyer’s is because they have the same style: the same font, logo, same brown and white stripe identity gave me the clue that Edy’s might be the familiar Dreyer’s brand. This was essential!! If they had changed their name AND their logo/identity it would have been an added challenge to their loyal customers to recognize whether they are on the west or on the east coast.

Interesting, but I really dont’ see the point of maintaining two names in the long run it seems it will hurt them. Does anyone out there know the answer why they would keep the names separate?

images.jpgToday’s Magic Wand: If you covered up your company name and logo on your business card, would someone else be able to recognize your brand?

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