What makes a great brand? According to branding experts, unique, distinct attributes, benefits and features attract loyal customers. Over time, a reputation for quality and reliability from a company that stands behind its products makes for a truly admired brand.

“A strong brand means greater trust a consumer will have in a company or a company’s products,” said David Duncan, vice president of marketing, Mohawk Residential. “They will trust the quality, value and reputation of the products and services offered by the brand.” Mohawk has been America’s favorite carpet brand since 1878 and a leading consumer brand in hard surfaces.

Mohawk continues to work hard to make the shopping experience simple and easy, fashionable and fun for shoppers, Duncan said. It aims to be the brand consumers look to as they turn their decorating dreams into reality. “The strength of the Mohawk brand is important to our retail partners because it makes the purchase decision easier for consumers.”

When consumers enter a flooring store, they come face to face with an overwhelming choice of hundreds of products and styles to choose from. So why do they consistently turn to trusted brands such as Mohawk when it’s time to buy? “They recognize a brand is a product proven to deliver the wants and high expectations of customers generation after generation,” Duncan said.

By leveraging the power of the Mohawk brand, retailers can assure customers will have a more enjoyable shopping experience the brand has proven to deliver the qualities they expect. “The easier the decision, the more sales a retailer can close and the more profits can add to his bottom line,” Duncan said.

Great companies—and that includes retailers who choose to carry great brands—work hard for a customer’s loyalty, knowing they developed high expectations of value, service, fashion and performance over time. Reassured by brand quality, shoppers will often turn to knowledgeable salespeople who can better match the brand with their needs. “At Mohawk, we have made it easy to leverage our strong consumer recognition,” he said.

“Through the power of mohawk-today.com, our retail partners can access many tools, such as our Online Advertising Planner. This marketing tool will provide newspaper ads, direct mail, TV, radio and other means of brand and co-branded advertising to drive consumers into their store.”

Another opportunity for leveraging the Mohawk brand resides with the mill’s retail marketing programs, such as Floorscapes, ColorCenter and Floorz. Participating retailers have proven they can prepare themselves with the kind of products and services that best interpret consumers’ lifestyles—as they define it. This includes offering flooring choices in the kinds of quality, value, pricing and warranties that work for them.

“Whether consumers are redecorating a place that’s been home for generations, adding on or building new, Mohawk Floorscapes, ColorCenter and Floorz dealers save time and take the guesswork out of shopping for flooring,” Duncan said. “They have a fashion for every surface, from the living room and bedroom to the home office to that space consumers consider their personal retreat.”—K.J. Quinn