UEI was suffering form an outdated image, a fragmented point-of-sale presentation and minimal brand awareness. We talked to UEI dealers and discovered a real opportunity. While there was a clear market leader, a gap existed in the market. There was no company in the "better" or mid-range position. UEI could fill the void with consistent, well-organized point-of-sale merchandising. We completely reworked the brand identity and created packaging to aggressively build brand awareness and reposition the brand in a solid mid-range position. The strategy took UEI out of the commodity category and created a brand following that has fueled growth with higher profits for UEI and their dealer network.

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