Hiab, part of Cargotec, has been selected as a nominee in the prestigious 2017 German Brand Award competition. Hiab has entered this year's competition in the Industry Excellence in Branding category, in the Logistics and Infrastructure section. The winners will be announced at a ceremony in Berlin on 29 June.
Hiab is the world's leading provider of on-road load handling equipment, intelligent services and digitally connected solutions. As the industry pioneer and global brand present in over 100 countries, Hiab's focus is to increase efficiency in its customer's businesses and to shape the future of intelligent load handling logistics. Hiab's sales organisation in Germany is based in Langenhagen, near Hanover.
Hiab's entry to the German Brand Award is to manifest its market ambition, and validate its progress of consistent brand development over the past years.
German Design Council heritage
The German Design Council (Rat für Formgebung) was founded by the German government in the mid-1950s. Its brief was to investigate the standard and quality of design and brands across all key business areas in Germany, and to encourage innovation, improvement and excellence.
This is the second time the council has included an award for successful brand management. In 2016, over 900 entries were received for the award, and more are expected in 2017. The category is divided into three sections: Excellence in Branding; Industry Excellence in Branding; and Excellence in Brand Strategy, Management and Creation. Various sub-categories are attached to each, covering different industries and product types.
Hiab's award entry
"We are very proud to have been selected as a nominee by the awards council," says Clas Thott, Vice President, Marketing, Hiab. "The council is a highly respected body in Germany, and selection in itself is a mark of recognition for our company."
In 2014, Hiab embarked on a major rebranding. "We needed to bring our diverse and extensive product range under one easily recognisable and impactful brand umbrella, so that customers and employees could strongly identify all our brands and services as intrinsically Hiab," continues Thott.
"I am delighted to report that since 2015, our brand recognition has risen by nearly 20%, to 90.1%, according to an independent survey in 2017 by Verkehrsrundschau magazine, which runs an image survey every two years ranking the best brands in the warehousing and handling industry in Germany. No other competitor in this survey achieved such a dramatic increase in image values," concludes Thott.