Merchandise Spotlight: Bose

Some companies are so effectively branded that to say their names is to speak of quality in the minds of many consumers. Mercedes, Armani, and Rolex are a few.

Bose is another. For buyers of audio equipment, the name virtually guarantees top sound quality. According to catalog consultant Tony Cox, Bose’s brand may be one reason so many catalogs are prominently featuring the audio-equipment manufacturer’s Wave CD player. Says Cox, “Catalogers ride on the fact that Bose is a branded product with a great reputation.”