Jack Wills - Trendy British brand aimed at young university students.

General Motors created Saturn 16 years ago as a different kind of car company, a friendly, unconventional brand aimed at Americans for whom Detroit represented a failed past.

Before the Marlboro Man rode onto the scene in 1955, Marlboro was a brand aimed at women, much like Virginia Slims today; it held less than a quarter of a percent of the cigarette market.

It has become not only a national retailer of food, jewelry, clothing and gasoline but also a manufacturer with 42 food processing plants that turn out private brands aimed at shoppers across the income spectrum.

Lactofree is a brand of lactose free dairy products aimed at individuals with lactose intolerance.

Three Thieves, like many other brands aimed at a younger audience, has a splashy Web site to promote its wine (www.threethieves.com).

The Lorillard Inc. division of the Loews Corporation is introducing a brand, aimed at women, in the growing lower-priced segment of the cigarette market.

Adding tooth brushes to tooth paste or tooth powders or mouthwash under the same brand or under different brands aimed at different segments is one way of diversification.

Menarys stores now offer household goods, cookware, lingerie, accessories, luggage and cosmetics in addition to these products, while Tempest is made up of high-street brands aimed at younger women's fashion.

Last year it acquired the Travelodge franchise system in North America, and it recently started Wingate, a mid-market brand aimed at business travelers.