Hiab is one of the world’s leading suppliers of cargo solutions for vehicles used in construction, forestry, manufacturing, and defense, as well as for waste management and recycling.

Hiab is a part of the Cargotec group, which decided to consolidate eight strong brands into a single, main brand. Reactions from customers revealed that this was not the best path forward. An analysis of market awareness and preferences showed that a return to Hiab’s eight distinct product brands provided a number of advantages. Each respective brand could communicate its own unique benefits, but it was also important to show that they belonged to a common group.