Understanding Commercial HVAC Branding

Hall, John R.
December 2004
Air Conditioning Heating & Refrigeration News;12/27/2004, Vol. 223 Issue 17, p7
Trade Publication
This article presents views and suggestions of D. Wendal Attig, industrial analyst and marketing researcher of the U.S., regarding commercialization and branding strategies that are required to be adopted by heating and ventilation industry (HVAC) contractors. Attig wants commercial HVAC contractors to think of ways to make their company names the brands that customers remember when tbey need service and installation work. Attig, who calls himself "America's Brand Positioning Coach" spoke with members of the Unified Group about how to get inside the minds of their customers. He used the example of FedEx Corp., which, because of a marketing campaign, makes its name synonymous with overnight delivery. Attig said that brand positioning quantifies value, communicates relevance, differentiates, and creates expectation. He added tbat relationship building goes a long way to reinforcing the brand and its position.


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