Brand has a bearing

December 2004
Engineer (00137758);12/10/2004, Vol. 293 Issue 7665, Special Section p16
This article reports that product designers argue that creating a strong brand is an integral part of building a successful product. That without one, there's a danger that all the good work done at a technical development level will go unrecognised by the end-user and fail commercially. The bearings industry, however, is a rather more surprising area to come across brand power in action. Yet creating a strong brand is exactly what INA FAG, the German-based global bearings giant, set out to achieve with X-life, the product family it recently unveiled to encompass its most technically advanced devices. At a superficial level, X-life has all the features of a brand as they would understand it in a supermarket or an electrical superstore. A logo and the straightforward message the best in bearing technology.


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