Microtech announces corporate re-branding

"Rebranding efforts aim at positioning Microtech as the preferred provider of quality business software solutions and superior after sales services in our customers' and prospects' minds", said Mr. Hesham A. Mohsen, Senior Marketing Specialist at Microtech.

"Effective branding strategy should be based on customer perceptions/expectations", he added. Effective branding strategy is not developed based on what management hopes to become, because customers own the brand in their minds.

Consequently, Microtech branding strategy revolves around customer/prospect perceptions. "We discovered attributes that are most important to customers and prospects in actual use/purchase situations, and how our company and our competitors are ranked in people minds across each criteria. Using this information we developed a corporate branding position that is unique, ownable and resonates with market needs and most importantly, it supports our high quality products via establishing a Mother-Children relationship between the corporate brand and the products brands", A. Mohsen added.

Microtech rebranding efforts aim at increasing customers loyalty, creating competitive advantage in the market, reaching prospects effectively while minimizing both pre sales and after sales risks, gaining more business partners, and finally attracting and retaining high calibers.

"We created a unique brand essence, a slogan, a unique corporate personality in addition to some distinguished visuals; we designed a new modern logo with attractive colors combination, letter heads, presentations, and we will start to communicate our new identity very soon through an integrated communication plan," A. Mohsen added.