Brand is a perception and perception needs to match reality over time to garner trust.
Ali Asger SJ, Director, Polyhose India Pvt. Ltd Branding is an essential promotional tool. How do you channelize this tool effectively? Branding, we believe, is one of the most important, intangible assets of a company and Polyhose has focused on
Ali Asger SJ, Director, Polyhose India Pvt. Ltd
Branding is an essential promotional tool. How do you channelize this tool effectively?
Branding, we believe, is one of the most important, intangible assets of a company and Polyhose has focused on using its company name as the corporate brand last 25 years successfully to bring it to current level where it has a high brand recall.
In addition to POS Displays, Polyhose has always promoted and sponsored sport events, marathons and will be increasing spend in this area. We have also included this as a part of our CSR Activity.
We use social media platforms to promote our brand by consistently posting articles about new products introduction to market, new certifications, sharing greetings on festivals. Social media helps us to reach our brand name to our customers who are spread across the globe. Social media also helps us generate engagement around our brand, create a community, and serve as a customer support channel for customers.
Brand building at Polyhose is not just a one-off exercise. We are continuously working to grow the Brand equity, by improving the value we offer to customers by deep insights and improved offerings along with reliability at affordable price aligned with spirit of Atma Nirbhar Bharat.
Tell us about the different branding strategies used to create a strong customer connect?
The Kapferer Brand Identity Prism is the model we use to build Polyhose brand. Our Branding vision is that when customers think of Polyhose – they think of.
- Range – One stop solution provider for the widest range of fluid conveyance product • Reach – Growing Global base • Reliability • Value • Flexible Approach with customers • Atmanirbhar Bharat
Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.
Our logo with company name POLYHOSE and Tagline ‘Flexible Solution Globally’ signify and communicate clearly to the customer the fluid conveyance products which we deal with and also the tagline symbolises the ethos of our flexible approach of handling customers from different fields, E.g., Medical, Aerospace right up to MRO and distribution and everything in between. The colour of our logo symbolizes the efforts the group has made to be an eco – sustainable manufacturer.
How does effective branding aid to garner trust among various end-user segments?
Brand is a perception and perception needs to match reality over time to garner trust.
We use this across all segments, dovetailing our products to the end use. Getting customer recognitions year on year and growing with our customers is the best branding success that we believe in. The completion of 25 years and the growth of the company highlights the brand stability and growth which creates a confidence that we are not here in the market for a short term and a testament to the long-term growth strategy employed by Polyhose Group.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
Our Brand is basically the product’s tangible attributes that come to the customer’s mind. We have the widest product portfolio, globally competitive product manufacturing, reliability, and value. We are quick to adapt to customers’ requirements which in turn leads to our continual growth and expansion in terms of market segments, geographies and being close to customer challenging demands.
Also, it makes us a preferred choice for customers for unique and innovative solutions. We are indeed proud to be included as one of the Trail blazers inIDEX “Innovation for Global Aerospace”.
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