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BRANDING: Best brand 2006 - Hitachi

Here's why Hitachi was crowned 'Best B2B brand 2006'

Branding is a vital component in any organisation's quest to meet its strategic and tactical business objectives. But when the organisation in question is 100 years old, operates in multiple markets, has a diverse and disparate product range, is made up of over 1000 different operating companies globally with little consistency in positioning or communications, its importance suddenly becomes critical. This was exactly the position that Hitachi Europe found itself in 2004, and the reason it embarked on the programme of brand reinvigoration that saw it recognised as B2B Marketing's Best B2B Brand of 2006.