The BIG Kahuna

I bought a very expensive outdoor grilling set including frig, ice maker, bar etc. from Lynx. Lynx is known to be a “high-end” brand. The name means something when it says Lynx. It means expensive, quality and sophistication.

So when my ice maker broke down I called a repair company. He called Lynx to repair it and Lynx referred him to Hoshizaki America as it turns out they are the manufacturer of this product. Lynx just stamps their logo on it.

Here’s the Lynx and Hoshizaki models (they are the exact same size):

The Lynx model retails for $3,100 while the Hoshizaki model retails for about $1,400.  The only visible difference seems to be the handle and the Lynx logo.

Now when I bought the equipment I did so believing that Lynx actually made their own products. So the ultimate question is, does the Lynx brand image mean that much to me that I would have knowingly bought it over the Hoshizaki?

let’s ponder that…

This entry was posted on Thursday, March 25th, 2010 at 2:32 pm and is filed under Branding News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.