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NEW STEELMARK FOR STAINLESS STEEL UNVEILED

 NEW STEELMARK FOR STAINLESS STEEL UNVEILED
 WASHINGTON, Sept. 10 /PRNewswire/ -- The Specialty Steel Industry


of the United States (SSIUS) today announced a new stainless steelmark or "service mark" as the latest step in its program to promote expanded use of stainless steel in the United States.
 Today's unveiling of a stainless steelmark is part of a continuing campaign to differentiate stainless steel in the marketplace and underscore the long-term value it can deliver to countless products and applications. Brian Leslie, director of market development for the stainless steel producers group, explained that the new steelmark, which incorporates the phrase "Stainless Steel -- The Value Option," will be used as a marketing tool in promotional materials, advertising, packaging, etc.
 Leslie said: "By establishing a better identity, we hope to strengthen the public perception and understanding of the intrinsic value of stainless steel and stainless steel products and increase the use of stainless steel in both consumer and capital goods markets."
 According to Leslie, the challenge is making sure stainless steel is the material of choice at the beginning of a project. "Although initially more expensive than other metals, stainless steel is an excellent value when the life cycle of a product is considered," said Leslie. "The mark is intended to reflect this value option."
 The market development program has targeted the construction industry and builders of America's infrastructure as two areas to focus an education effort. Leslie contends that using stainless steel could significantly increase the life span of roofs and bridges, for example, making them much less expensive in the long run.
 Estimated stainless steel consumption in the United States in 1991 was approximately 1.6 million tons. Consumption has been increasing at an annual rate of approximately 4 percent for stainless steel sheet and strip, widely used in consumer durables and a somewhat lower rate for other forms of stainless steel used primarily in capital goods markets.
 While stainless steel usage has grown significantly in the United States, per capita consumption is greater in other developed nations. Japanese consumption of stainless steel per capita, after adjustments for imports/exports, is double the United States', which signals that there is far greater domestic market growth potential. (The adjusted per capita consumption of stainless steel in Japan is 33 pounds vs. 14 pounds in the United States.).
 Stainless steels are characterized by resistance to corrosion, heat and wear, strength, toughness, hardness, attractive and lasting appearance or a combination of these unique properties. They are further characterized by a wide range of chemistries, forms, sizes, conditions and finishes and a relatively higher value in the marketplace.
 The stainless steel market development program is administered by the SSIUS, a Washington-based trade association representing 21 domestic producers of stainless and tool steel, electrical steels and super alloys. The association has filed an application with the U.S. Patent and Trademark Office to obtain federal trademark protection for the service mark.
 -0- 9/10/92
 /CONTACT: Bert Delano, 412-394-2813, or Meg Mullery, 202-342-8439, both for the Specialty Steel Industry of the United States/ CO: Specialty Steel Industry of the United States ST: District of Columbia IN: MNG SU:


MH -- DC022 -- 8117 09/10/92 14:41 EDT
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Publication:PR Newswire
Date:Sep 10, 1992
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