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Chaudhry Hammer Works was well known for its exceptional manufacturing and quality. It supplied forgings to domestic as well as international customers. However, it lacked the unifying element that would enable it to communicate the brand positioning and promise, especially to the international market. There were many inconsistencies and the brand needed to reflect its long-standing position as India’s leading manufacturer in the market.
Brands of Desire was instrumental in helping CHW Forge achieve a global standing by, firstly, changing the name to bring an international outlook to the organization’s approach. Objectively thought out long-term as well as short-term brand strategies were drafted to ensure that the brand identity and touch points were in sync with the company’s vision and values.
Product and Service Positioning