Belden Electronics Division
Belden is a leading manufacturer of wire & cable for a variety of
markets, including networking/ communications, entertainment, security/alarm,
industrial and residential. Over the last few years, however, Belden has
been a bit helter-skelter with their brands: within each market you'll
find individual brands for key products and some product subsets, but
some markets also have an overall brand identity, others don't.
As a case in point,
Belden's Entertainment Group used a sub-brand (Brillianceâ) for
its video cables, then as the brand became more known/revered in their
key markets they extended the brand to include new audio cables. When
looking at the entire line of audio/video cables the question then became:
Why are some products Brilliance cables; while others are not? Are Brilliance
cables a superior offering?
Our recommendation was to rewrite the brand charter and extend the brand
over the entire audio/video offering, using the Belden Brilliance logo
on the cable jackets and utilizing the brand logo in a significant way
on all promotions.
Consistent use of the brand and increased awareness at key targets such
as broadcast studios and sports venues (since they specify and use both
audio and video cables).