JULY 18, 2002

Jordan revives brand plans

Eddie Jordan is relaunching the Jordan brand name, according to the latest reports in Marketing magazine in London.

EDDIE JORDAN is relaunching the Jordan brand name, according to the latest reports in Marketing magazine in London. The company now has a new brand manager Mike Hall-Taylor, the previous marketeer Bill Sweeney having moved on to a new job running the Ellesse brand.

Hall-Taylor is planning an new energy chewing gum and considering such projects as a Jordan-branded bar and restaurant, branded mobile phones and Jordan-branded credit cards, toys, foods and computer accessories.

This seems to be slightly at odds with comments made recently by Eddie Jordan in F1 Racing magazine in which he said that the whole Jordan brand was being put on the backburner.

"We are going to concentrate on our core business, which is F1," Jordan said. "We're focusing on that."