Australian Franchise News – 16-03-11
AUSTRALIAN owned car cleaning franchise, ecowash mobile, has undergone a transformation to Nanotek, a new brand image emphasising the liquid polymer nano-technology that provides its strong competitive advantage.
An aggressive development strategy during the economic downturn investing largely in market research resulted in crucial insight into the former brand that led to the creation of Nanotek, which CEO Jim Cornish said would provide a strong platform for future growth.
“Ecowash has been extremely successful but the research certainly opened our eyes to the potential for a stronger brand that would encourage greater market recognition and a better way to position our product,” he said.
“It was a long process but it was important to spend time analysing the brand when we had the time and money, and we wanted to come out of the GFC better than when we started.
“We spent about 12 months researching consumers’ perceptions of the brand and talking with our franchisees about a possible transformation and determined ‘Nanotek’ would best indicate the advanced technology at the core of the service.”
Mr Cornish said an important element in the rebranding was the development of Nanotek’s website.
“We had a soft launch with the brand internally but the completion of the website signifies our official launch into the marketplace.
“We developed a futuristic and heavily IT based website to act as the centre piece in an integrated global communication platform.
“We have an exciting and intriguing product so it was important to establish a website that allowed consumers to understand the nano-technology properly and interact with the brand.
“This transition has been a major step for the company and we are confident Nanotek is the right way forward. Both franchisees and customers alike love the new look and we will progressively rollout the changeover worldwide.
Nanotek uses a spray-on liquid polymer that encapsulates and lifts dirt from the surface of paint and acts as a lubricant to prevent scratching, resulting in a superior clean and a protective coating that lasts for up to six weeks.
Nanotek has 50 mobile units in Australia and over 100 around the world in Europe, the Middle East and the USA.
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