"Electronmash" Company and its brands
8 May 2009
Source: Каталог продукции
Themes: Products, MVS-6, Assol LVS, Cast resin transformer, ExOn DC panel
A few years ago, creating a modern, high-quality product made it possible to quickly launch it on the market and easily maintain high sales levels. It was believed that a good product should sell itself. Today, the situation has changed; in addition to excellent technical characteristics, a product needs a name — a brand that can distinguish it from similar offerings and communicate its unique qualities to consumers.
The company "Electronmash" is engaged in promoting systemic solutions in the field of power supply and automation of technological processes for industrial enterprises. To achieve this goal, the company has developed and manufactures a range of its own products. These products complement each other, allowing us to offer our consumers not just a simple set of items, but a comprehensive solution to their challenges.
However, we wanted to talk not about technical specifications, but about what our products are associated with — the stories behind their names, their personas, and their brands.
The flagship of our production program today is "Assol", the low-voltage switchgear (LVS). But why is it called "Assol"? First and foremost, we wanted our product to be associated with the sea and St. Petersburg, with the celebration of "Scarlet Sails", symbolizing readiness for change and hope for all things new. The sea represents a powerful element, harsh operating conditions, and an aggressive environment. Our equipment must reliably operate under such conditions, and it has proven its capability. The "Assol" LVS has a Marine Register Certificate and is supplied to oil extraction platforms, as well as being designed for shipbuilding. However, modern and reliable equipment is essential not only in these industries. Nuclear energy, petrochemical enterprises, and metallurgy — "Assol" has also found recognition in these fields. The "Assol" LVS won the Grand Prix at the "Best Electrical Equipment of 2008" competition.
"Assol" is modern and reliable. Its motto is to always strive for the best.
DC system "ExOn." This name is an abbreviation for excellent (eng.) and on (eng. - to turn on). Hence the slogan — "excellent turning on, guaranteed power". "ExOn" provides uninterrupted direct current power to critical consumers with high reliability. Over two years, the company "Electronmash" produced more than five hundred "ExOn" operational current cabinets without a single complaint. "ExOn" is communicative, featuring a very convenient, user-friendly interface; it turns on flawlessly, adapts, and integrates into any project.
Today, we see how this product finds new areas of application—telecommunications, emergency building lighting, uninterrupted power supply for substations, airports, and medical centers. At the 17th International Exhibition "Electro-2008", "ExOn" was awarded a gold medal for high quality performance.
"ExOn" is excellent, turn it on!
A new product from "Electronmash" JSC is "ELTEMA", the medium voltage switchgear (MVS) 6/10 kV. In developing this product, we aimed to consider years of experience in operating similar devices. Numerous meetings were held with energy specialists, designers, and relay protection and automation experts — people for whom energy is the main focus of their lives. They shared with us the requirements for this equipment at substations and the vast number of details related to design, commissioning, and maintenance. The result of these meetings was the systematization of requirements for modern MVS and an analysis of their operational statistics in existing electrical installations. The work on this product was a synthesis of ideas, innovations, and experience. Our company employees thank everyone who assisted us in this work — the work on "ELTEMA." This name was born during the development process.
What is ELTEMA? EL is the documentation code for the company "Electronmash," a kind of pass into the world of electrical engineering. A world for the people for whom this product was created.
This name contains the root of the word team (EL-TEAM-A). A team of professionals truly worked on creating this product. Alongside "ELTEMA" MVS, our company is beginning to promote software for designing distribution devices for various energy facilities. We wanted to convey to the customer that the "ELTEMA" MVS has an optimal balance of technical characteristics and quality-cost indicators.
ELTEMA is a product for energy professionals, created by energy professionals.
So, what are the brands of the company "Electronmash"?
Specialists from BrandAid provided the following definition of a brand:
- A brand is a consistent set of functional, emotional, psychological, and social promises to the target consumer, which are unique and significant for them, best meeting their needs.
- A brand is about emotions, and "Electronmash" strives to ensure that these emotions are always positive.
- A brand is about promises. Believe us, we do everything to ensure they are not empty.
- A brand is about meeting customer requirements. Everything true — this is about us!
Author: A. Potapov, Commercial Director of "Electronmash" JSC