A three-pronged approach to reaching the pro, including an expanded pro program at Home Depot, is the new brand strategy from Pittsburgh-based PPG Industries' branding makeover.
The company describes the new brand strategy as a way to better serve the professional customer.
The three elements of the plan are:
- Rebrand the U.S. company-owned paint stores under the PPG Paints brand;
- Expand brand and product offering through independent paint dealers; and
- The expansion of a pro customer program at The Home Depot.
“The professional customer represents approximately 60% of the paint purchased and applied in the United States and is an extremely important part of our business,” said Scott Sinetar, PPG VP architectural coatings, North America. “We pride ourselves on being the best in the industry at meeting the needs of the pro, and this clarified brand alignment helps us demonstrate that position.”
All 600-plus PPG company-owned stores currently operating under the PPG Pittsburgh Paints, PPG Porter Paints and Glidden Professional brands will be rebranded under a PPG Paints brand by the fall of 2014.
For independent dealers, the company will take advantage of the 2013 acquisition of AkzoNobel’s North American coatings business to create dealer exclusive brands launching in late 2014. The products will incorporate Devoe paint sub-brands under the PPG Pittsburgh Paints brands.
At Home Depot, PPG says it will work more closely with the Atlanta-based retail giant, leveraging the Glidden Professional brand with joint marketing and sales efforts. Those efforts directed at the pro business will begin in May.