Hallmark aims to capitalize on the strength of its name. (Hallmark Cards Inc.)(Marketplace '96)

KANSAS CITY, Mo. - Hallmark Cards Inc. has developed a comprehensive marketing strategy geared toward leveraging the Hallmark brand name.

Early next year the social expressions supplier will launch the Expressions from Hallmark greeting cards brand in drug chains, supermarkets and discount stores, many of which currently stock the company's Ambassador Cards brand.

"The Expressions from Hallmark department inside a mass market store will have the level of quality and emotional appeal people expect from Hallmark cards," says vice president of strategy and marketing Mark Schwab.

The supplier is also currently testing a marketing initiative exclusively in drug stores which has already resulted in increased attention and sales. Products that are only available where the Hallmark brand is sold, such as Shoebox Greetings and …