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Contractor Roundtable Highlights
It's What's Behind the Brand that Counts
What's the value of an equipment maker's brand? For big construction contractors, brand is only important in terms of its effect on
equipment's resale value, and the worldwide support that backs the brand.
Here's a summary of Contractor Roundtable participants' thoughts on the value of brands:
- For some contractors, brands are becoming less important between top-line manufacturers with similar products. Instead, contractors
seek the worldwide support and training behind the brands.
- Some contractors said they track markets, and the brand with the high and consistent resale value is the brand they standardize on.
- For some contractors, the more expensive the equipment, the more brand name matters. But for these contractors, the reason brand
matters is still the same: It's the support, training and resale value behind the brand that make it more important with more
expensive equipment.
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