HIAB

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.

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