Brand Positioning: Industrial Welding Machines

European brand positioning exercise for a new machine for a very established and well known global brand, the work was conducted through qualitative work with STICK and TIG welders in the UK on site and off. Understanding current work practice, brand preference and different reasons for machine use on site and workshops were examined. Importance of brand loyalty and perception of workhorse reputation, simplicity, apprentice management, portability, warranty and power were all explored.