"Landscaping Together" LiuGong's New Global Brand Vision

LiuGong's New Global Brand Vision
LiuGong - a Chinese construction machinery company with a 50 year long history, launched a series of brand activities domestically and overseas, in July 2007, using press, outdoor, internet, sports marketing and sponsorship, and large scale exhibitions to let the whole world know about the new LiuGong.

In 1966, LiuGong developed and manufactured China's first wheel loader. Since then, the company has produced more than 130,000 wheel loaders, making it the largest producer in China and the second largest in the world. LiuGong has also become the biggest brand in the Chinese excavator market and this year has entered the top three in the road machine business.

In the second half of 2006, to gain greater access to the international market, LiuGong, with the help of well-known international communication company, reviewed its brand position worldwide. Over 5 months, market research and analysis was performed in 8 countries in 5 continents. This wide-ranging, indepth study helped LiuGong better understand the needs and requirements of different construction machinery markets as well as gauging their perceptions of LiuGong and Chinese brands and products.

Incorporating these findings into the knowledge of current social trends and existing brand equity, LiuGong's new brand vision was created–Landscaping together. The new brand vision will further enhance its brand image on a global level, helping LiuGong cement a broader international market.

This brand vision demonstrates how LiuGong provides its partners with high quality, reliable machinery products with a thorough, comprehensive back up service.

To shape a better living environment, LiuGong pays attention to every detail of its products and services to ensure a win-win solution for its partners and communities. As a construction machinery maker, LiuGong not only shapes the landscape, by helping to build bridges, roads, buildings and anything else mankind needs to improve their living environment, but also cares about the human Equipment & Machinery and social activities that go on in these landscapes. As part of its long term commitment to overseas development, LiuGong never stops reassessing its position. Currently, LiuGong's products and dealership network are in over 40 countries around the world to serve the industry.
NBM&CW August 2007
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