Hiab is one of the world's leading suppliers of cargo handling solutions for cars used in, among other things, the construction sector, forestry, industry, waste management, recycling and defense. Hiab is part of the Cargotec Group, which for a number of years chose to consolidate the group's eight strong brands into one main brand. The customers' reaction showed that this was not the best way. An analysis of market knowledge and preference showed that a return to Hiab's eight strong product brands provided a number of benefits. Each brand would communicate its unique benefits, but it was also important to show that the eight brands belong together.
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