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LinkedIn Rheem Manufacturing Unveils More Consistent Branding Guidelines for All Rheem Divisions .
March 7, 2005
Formulated by a corporate branding team consisting of key marketing managers from both divisions, the guidelines are effective immediately.
However, implementation will be undertaken in stages, as managers will be allowed to work off inventories of a selected minority of branded items.
Noting that a company’s brand is one of its most vital and valuable assets, Tapella commented, “Consistency is key to a brand’s long-term success. It enhances the brand’s image and reduces any potential confusion in the marketplace relating to its authenticity.
“The stronger and more consistent brand image we are seeking will help sustain not only own marketing activities,” Tapella continued, “but also those of the thousands of distributors, dealers and installers across the country who interact with the Rheem and Ruud brands every day. The strength of our national brand has a direct bearing on the strength of our customers’ own local enterprises. That’s a relationship we value highly and take very seriously.”
Key Changes: Although the new Rheem and Ruud logos are not a dramatic departure from the graphic styles the company has been using, the former do incorporate a number of significant differences.
For example:
• Thicker lettering: The Rheem name has previously been rendered with both thin and thick lettering, depending on the context. Henceforth, according to the new guidelines, the thicker-lettering style will be used exclusively by both divisions.
• Single tagline: The tagline for both the Water Heating and the Air Conditioning divisions is now one and the same: “RELAX. IT’S RHEEM.”
The new Identity Standards and Use Guidelines documents these and other changes.
People, products, services, processes, messages and a company’s graphic symbols and images all play key roles in earning and keeping the public’s faith and trust. “Protecting a company’s identity, image and reputation – its brand, if you will – by taking careful action to sustain a consistent pubic perception is a core function of every successful business,” Tapella continued. “A company that lacks formal brand management cannot expect to become familiar, trusted or preferred above competitive choices.
“That is why, on behalf of our corporation and its trading partners, we at Rheem are totally committed to maximizing the value of our brand.”
RHEEM MANUFACTURING COMPANY, headquartered in New York City, is a leading producer of residential and commercial water heaters, with manufacturing operations on three continents. Rheem is also one of North America’s leading manufacturers of heating and air-conditioning equipment for residential and commercial applications. In addition to Rheem and Ruud brand water heaters and HVAC equipment for the wholesale channel, the company also makes and markets Raypak brand pool and spa heaters and boilers, as well as Solahart brand rooftop solar water heaters.
