April 12, 2017

Equipment Vendors Meet the Branding Challenge

Metal Center News is putting the finishing touches on its latest Top 10 Service Center Equipment Brands ranking. Congratulations to the top vote-getters in the four product categories: Red Bud Industries in Coil Processing; HYDMECH in Sawing; Hypertherm in Cutting; and Bushman Equipment in Material Handling. Look for the complete rankings in MCN's May print edition.

To assist service centers considering capital equipment purchases, MCN polls its readers each year to find out which brands of equipment they favor and would recommend to others. This informal email survey does not attempt to rank companies by size or market share, or to evaluate their products, but rather to measure the relative level of positive brand awareness they have achieved among industry executives.

Branding is a challenge for the marketer of any product, but particularly so for makers of metal processing equipment. The more complex a product, the more difficult it is for buyers to understand exactly how it works and what differentiates its design from other brands. Ranging from automated saws to sophisticated lasers, the technology required to process the many different types of metal is indeed complicated.

Yet the companies that regularly rank in MCN’s Top 10 have achieved a remarkable level of brand loyalty, which is a major competitive advantage. Experts define brand loyalty as a buyer’s conscious or unconscious decision to repurchase a brand because it offers the right features, image or level of quality at the right price. Without reliable and predictable repeat business, a company’s future is far from certain. Regardless of their specific rank in each product category, all the companies in MCN’s Top 10 have built a brand that assures them a lasting position in the market.

As you ponder your next capital expenditure, we hope MCN’s Top 10 gives you a starting point as you gather information on which brand can best meet your needs.


November 2017: 'Steady but Sloppy' Fittingly Sums 2017
More...
 
Pause
November 2017: Scrap First Steel Impact from Storms
More...
Fall 2017: Cutting & Sawing Equipment
More...
Summer 2017
More...
 
Pause
Advanced Controls on Braner Slitters
More...
AHVS Precision Leveler Features Flip-Top Design
More...
Formtek’s Tishken Slitter Increases Production Volume
More...
Red Bud System Handles High-Strength Steels
More...
Bradbury Launches Flat Trak CL Monitoring System
More...
Artus Knives Custom Designed
More...
 
Pause
Privacy Statement  |  Terms Of Use
Copyright by Metal Center News



Sunday, December 17, 2017