In spring 2013, we put in place a large-scale rebranding for Stekloplast. We replaced the Cyrillic spelling of the company name with Latin characters, and introduced the abbreviation SP. To be distinguished among other operators, we colored the company with yellow, thus making it high-tech, German and industrial. Besides, to keep Stekloplast unique, while also to avoid routine and stereotypes, we invented Stepanych – an ideal window fitter who is able to deliver Stekloplast’s values to an end consumer in an informal way. We developed new rules for the brand positioning. As against most small fiberglass firms that go it blind with unpredictable results, Stekloplast shows a comprehensive approach. This provides for consumer’s satisfaction and viability for a franchise and dealers.