American Brands Council bestows top award for second consecutive year
ST. LOUIS, MO - December 10, 2012 - For the second consecutive year, Rawlings has been selected as one of "America's Greatest Brands" by the American Brands Council. The repeat honor caps this year's 125th anniversary celebration for Rawlings Sporting Goods Company, Inc., a subsidiary of Jarden Corporation (NYSE: JAH).
"We are proud once again to feature Rawlings in this year's edition of America's Greatest Brands," said Carl Meyer, the book's publisher and chief executive officer, and head of the American Brands Council. "Rawlings continues to be the highest scoring sports brand among council members and consumers, proving that it is one of America's strongest and most trusted brands."
To celebrate its 125th anniversary, Rawlings focused on the brand's continued amplification both domestically and internationally in the next 125 years, while increasing its digital properties' sophistication to better engage core consumers worldwide. In the past year alone, Rawlings re-launched its flagship website, began development of product customization configurators, and expanded its global reach by opening its Rawlings Japan operations.
The American Brands Council includes a distinguished group of independent advertising, marketing and communications professionals. According to Meyer, the Council is responsible for nominating the brands each year, which starts by asking marketing's universal question, "What makes a great brand?"
Some criteria the Council considers when nominating a brand include the brand's quality, resilience and longevity, customer loyalty, market leadership, social responsibility and digital communication platforms.
"We are humbled and honored to be recognized as one of America's Greatest Brands again this year," said Mike Thompson, senior vice president of marketing for St. Louis-based Rawlings. "From neighborhood sandlots to professional stadiums worldwide, the Rawlings brand is integrated into the very fabric of sports. The Rawlings Red Patch and the Rawlings Gold Glove Award are ubiquitous inside every level of baseball, as is our leadership position in protecting athletes' heads from the highest levels of baseball and football to youth leagues across the country and throughout the world."
Rawlings joins Major League Baseball and NASCAR as the only sports-centric brands in the annual review of the country's strongest and most valuable brands. The upcoming tenth edition of America's Greatest Brands features each honoree in a two-page spread that highlights their history, achievements and brand impact.