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Polar. Listen to Your Body. Brand Review Based on Consumer Studies


Kempele, Finland, 9th Dec 2005 

Polar Electro has carried out a major brand review in order to renew its way to talk to its target groups. In order to reach all active people and not only performance athletes the brand has redefined its messages to make them more attractive and understandable for everybody.

"Body signals are the best indication to manage physical activity properly. Therefore we want people to listen to their body. Polar doesn't just provide technology, but body understanding. Our brand review has been based on detailed consumer studies in USA and Europe and we are confident that our new slogan 'Polar. Listen to your body' will have the desired effect and reach large numbers of our target audiences", says Polar's VP Marketing & Sales, Jörgen Michelsson.

"Body understanding has always been a central part of sporting activities", Michelsson continues in describing the work behind the brand review. Our aim is to develop equipment and programs that help people to understand their body."

Polar helps active people to improve their exercise and their results, motivates them and delivers information on their personal improvement. Polar's wide leading edge product range is designed to meet the individual needs of exercisers at all level, from the World Championship-level top athlete to the novice exerciser.

Comprehensive co-operation with the leading scientists worldwide

In order to continue to lead the product field Polar remains committed to focusing on sports instruments technology and works in close co-operation with Finnish and other leading international research institutes and organizations. Polar�s projects, product development and evaluation include doctors of sports and behavioral sciences, as well as experts in health, psychology, physics and technology.

"Creating winning technology is not enough" states Raija Laukkanen Ph.D., Director, Exercise Science, Polar Electro. "We also need to continue to develop our expertise in behavioral sciences because humans' biological variations are very different. For example, everyone has their own reaction to strain". Recent development projects have involved leading scientists from Sweden, Germany, Finland, Switzerland, USA, South-Africa and China.

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