Karastan

Defining brand essence and fostering stewardship

A renowned maker of fine carpets, Karastan wanted to strengthen its brand position within Mohawk Industries, its parent company. This would allow Karastan to move effectively capitalize on its brand equity in the highly competitive flooring marketing place.

Karastan turned to The Anderson Group for help. After conducting a Brand Development Workshop with top executives from both Karastan and Mohawk, we produced a refreshed brand platform that clearly supported new growth opportunities. We also created a brand standards manual to give the Karastan marketing team more leveraging its interactions with other Mohawk brand managers. A separate version of the manual went to retailers to building brand stewardship. Finally, we produced a training tool to help Karastan sales representatives better understand the brand and its relationship to actual products and services.