Mapping the future

Only strong brands enjoy enduring success, and so it is imperative for companies to review their brand management on an ongoing basis. The German company Hailo, a supplier of ladders and waste bins, has set itself this task and has conducted market research to analyse the views of shoppers. Now the company presents its brand promise and aims to chart a course for the future by consistent implementation of the "brand as umbrella".
Hailo's current brand positioning in its home market in Germany has been proven empirically. "With brand recognition of 81 per cent for ladders, we occupy a leading position," says managing director Jörg Lindemann. The high level of popularity of the brand is also clear from the market research, which indicates that Hailo ranks top of the list in Germany when it comes to buying ladders. "98 per cent of people considering the purchase of a ladder prefer the Hailo brand," says Lindemann.
The company is also the first choice for waste bins, with brand awareness of 68 per cent. 80 per cent of people intending to buy a bin opt for Hailo. "The waste bin segment is thus not only well known, but also sought after, as the brand promise is implemented consistently," says Lindemann emphatically.
For the first time, Hailo is defining the identity of the brand in a brand book. This not only provides orientation for internal and external communication, it creates guidelines extending from product development via distribution to marketing and also answers questions in relation to brand stretching. "We work consistently with the brand values every day in all areas to guarantee disciplined brand management," says Daniela Grumbach, head of home & business marketing. With regard to design, the corporate design manual dictates the way to go. The brand promise and the new corporate concept are also reflected in the digital communication channels.

In the wake of its brand positioning, Hailo has restructured its assortment too. The quality levels are symbolised by the colours bronze (good), silver (better) and gold (best). "Good satisfies basic expectations with an outstanding price-performance ratio, better offers extra added value, and our best products are at the premium level," explains Jörg Lindemann.
These categories are clearly assigned…