Rhino to begin reputation branding effort

San Diego: Concerned that its brand is becoming a generic term in the trucking world, Rhino Linings USA has begun a PR effort to remind dealers and consumers of the benefits of Rhino linings.

San Diego: Concerned that its brand is becoming a generic term in the trucking world, Rhino Linings USA has begun a PR effort to remind dealers and consumers of the benefits of Rhino linings.

Rhino linings are polyurethane coatings sprayed onto pickup truck beds to protect them from chemicals, corrosion, and other damage.

Rhino claims to be the largest maker of such linings. However, shops that provide truck linings have increasingly come to use the Rhino name as a generic term for any lining product.

"We have a reputation we're trying to protect," explained Debbie Anderson, PR specialist at the 15-year-old company. "We're trying to get the idea out there that Rhino Lining is

a brand."

That message is being aimed at roughly 40 trade publications that Rhino dealers are likely

to read, as well as an equal number of consumer auto and truck publications.

The company is also using its dealer newsletter to reach the 700 independent dealers it has in the US. The newsletter encourages dealers to affix Rhino adhesive nameplates to trucks after applying Rhino linings.

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