A central finding of the marketing research is that the Stressless brand is not very well known. Though the brand is well known in northern Europe, it lacks that same notoriety in China.

 

Here are suggestions to increase brand visibility beyond web presence:

 

First, the sofas and recliners are recognized for their high-end design. The only logo is shown engraved in steel on the side of the recliners. The designs are the ways in which the furniture evokes emotions to the consumer. However, in China, Stressless have been working against low-quality imitators. To add a textile logo onto the furniture will make the brand easier to recognize. This will also make it tougher for imitators to copy the furniture.

 

Stressless Asia representative claims that national marketing within China is very ineffective due to the vastness of the market. Therefore, they need to increase their visibility by advertising on billboards in the top tier cities.