Corporate Design: Our appearance

Consumers want to buy strong brands

Success or failure depends on the spontaneous image created in the consumer's mind as a result of a furniture firm's appearance. The first thing we perceive in a world dominated by visual stimuli is the apparent surface: it creates the first impression. Like the wrapping paper on a gift, the brand's appearance allows us to draw an initial conclusion as to the quality of the firm and its performance.

Failure to use the symbols of competence may result in companies losing points. If professional competence, honesty, reliability and fairness are not conveyed directly by the brand, twice as much effort will be needed in order to emonstrate own quality. Companies that make consistent use of the brand's competence and fulfil its promise will also enjoy a good reputation and a positive image.

The victory claimed by strong brands indicates that consumers' openness towards brands has increased dramatically in recent years. In other words, consumers want to buy strong brands. This consequently means that people need compressed information to help them reach a decision quickly and safely in order to choose goods and services from a seemingly endless range.

The brands united in the GARANT-MÖBEL-GROUP provide this concentrated and compressed information as they become internationally established. But only on one condition: retailers must recognize the value of the brand in order to profit from its use.