Upping the ante in water filtration: rivals take pains to build trust - and the brand.

HFN: The Weekly Newspaper for the Home Furnishing Network, December, 1996 by Youssef, Jenni

Water filtration product manufacturers are implementing efficient strategies to boost their brand recognition and expand their market share. Companies such as Brita Products Co, PUR, Culligan International and Teledyne Water Pik have achieved brand equity through point-of-purchase strategies and product-specific advertising. The process of building a brand's equity implies development of consumers' awareness of companies and their products.

NEW YORK -- While brand recognition is an asset in most consumer-products businesses, according to water filtration vendors, this is especially true in their market. If people are going to trust a product that deals with their health and well-being, it must carry a name that is well trusted, they say.

Some vendors, such as...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.