Corporate Identity: A firm's mix of identity

A self-appreciation of the international GARANT-MÖBEL-GROUP

As products become increasingly interchangeable, it is vitally important for companies to provide guidance and security through a unique and unmistakable identity distinguishing them from the rest. Its unmistakable image allows the international GARANT-MÖBEL-GROUP and its trade partners to stand out identifiably from the anonymous mass and flood of information. Identifiability, sympathy and confidence stabilize the company's relations with its customers

The saying that you can only picture something if it has a face is still perfectly true. And that picture is based on the clear mission within the GARANT-MÖBEL-GROUP. From the parent company in Germany, the aim for all firms in the Group is to be the Number 1 for brand marketing in the furniture industry. That claim has become established through a firm slogan, such as in Asia: "To be the only one".

It is also becoming internationally acknowledged that visual signals and symbols are of decisive importance for successfully implementing a CI strategy. The term brand technology was first coined as long ago as the 1920s, but is still valid today.

At the time, successful firms used the brand name associated with a product to characterize its constant quality, unchanging packaging and appearance, as well as its uniform price as competitive advantages. The brand name still conveys the message, even today. Use of the brand name GARANT-MÖBEL and the module signets characterizes the relationship between corporate identity and the associated services. The result is a clear position and growing confidence in the quality of the trade partners. Whoever takes note of the brand must know what to expect when buying furniture.

The mission and corporate image are ultimately rounded off by communication. It brings acceptance if it improves customer satisfaction. GARANT-MÖBEL aims to make its partners in the trade more professional with efficient services and qualification programmes for the management, sales and service personnel. And every retailer needs strength to be able to survive against the big players in the market. The difference lies in the corporate identity.