Exploring Portable Counter Display: Material Standards, Technical Details, and Applications

Types of Portable Counter Displays

A portable counter display is an essential tool in retail, exhibitions, trade shows, and service environments. These displays enhance brand visibility, showcase products effectively, and engage customers in a dynamic way. Their mobility allows businesses to strategically position them in high-traffic areas, both indoors and outdoors, maximizing exposure and sales potential.

Available in various designs and materials, portable counter displays combine functionality with branding opportunities. Below is a detailed breakdown of the most common types, their benefits, ideal use cases, and key considerations.

Portable Countertop Display

Compact and lightweight, this display is designed to sit on existing surfaces such as desks, tables, or retail counters. It’s ideal for small spaces and temporary promotions.

Advantages

• Extremely portable and space-efficient
• Easy to set up and relocate
• Perfect for product sampling and point-of-sale promotions
• Cost-effective branding solution

Limitations

• Limited display capacity for larger items
• Less impactful in large exhibition halls
• Relies on existing furniture for support

Best for: Retail checkouts, trade show booths, product demos, and promotional events

Portable Pop-Up Counter Display

Engineered for rapid deployment, this display features a collapsible frame that expands into a full-sized counter. It often includes graphic panels for branding and product visibility.

Advantages

• Quick assembly and disassembly (often under 5 minutes)
• Highly portable with compact carrying cases
• Large branding area with customizable graphics
• Durable and reusable for multiple events

Limitations

• Higher initial investment
• Requires careful handling to avoid frame damage
• May need additional accessories for product staging

Best for: Trade shows, corporate events, marketing campaigns, and mobile sales teams

Portable Folding Counter Display

Designed with hinged or telescopic components, this counter folds flat for easy transport and storage. It offers a full-sized workspace when unfolded and is often made from durable composite materials.

Advantages

• Space-saving design ideal for storage
• Sturdy construction supports heavy items
• Professional appearance with customizable finishes
• Suitable for repeated use in various environments

Limitations

• Slightly longer setup time than pop-up models
• Folding mechanisms may wear over time
• Heavier than some other portable options

Best for: Conferences, outdoor markets, retail pop-ups, and temporary service desks

Portable Acrylic Counter Display

Made from high-quality acrylic, this sleek and modern display emphasizes product visibility and elegance. Its transparent or tinted surfaces create a premium aesthetic.

Advantages

• Modern, high-end appearance
• Lightweight yet strong and scratch-resistant
• Excellent for showcasing small, high-value items
• Easy to clean and maintain

Limitations

• Less branding surface compared to fabric or graphic displays
• Can show fingerprints and dust easily
• Higher cost than basic models

Best for: Jewelry stores, cosmetics counters, tech product launches, and luxury brand promotions

Type	Portability	Setup Time	Brand Visibility	Best Application
Countertop Display	Excellent	Instant	Good	Retail promotions, small spaces, product sampling
Pop-Up Counter	Excellent	Fast (2–5 min)	Excellent	Trade shows, exhibitions, corporate events
Folding Counter	Very Good	Moderate (5–10 min)	Good	Conferences, outdoor events, temporary kiosks
Acrylic Display	Good	Instant	Fair to Good	Luxury retail, high-end product showcases

Expert Tip: For maximum impact, pair your portable counter display with LED lighting or digital screens to enhance visibility and attract attention in busy environments like trade shows or shopping malls.

Function, Features, and Design of Portable Counter Displays: A Complete Guide

Portable counter displays are essential tools in modern marketing and brand promotion, especially in retail environments, trade shows, product launches, and promotional events. These compact yet impactful displays are engineered to capture attention, communicate brand messaging, and enhance customer engagement in high-traffic areas. Their versatility makes them ideal for businesses aiming to strengthen brand visibility and drive consumer interaction in dynamic settings.

Core Functions of Portable Counter Displays

The primary function of a portable counter display is to promote products and services in a visually compelling and accessible manner. Strategically placed at points of sale, event booths, or lobbies, these displays act as silent sales representatives, drawing customer attention and influencing purchasing decisions. Beyond promotion, they serve multiple operational roles:

• Brand Visibility: Positioned in high-traffic zones such as shopping malls, trade fairs, or supermarkets, these displays reinforce brand identity through consistent use of logos, colors, and messaging.
• Product Information Hub: They provide concise, engaging details about featured products—specifications, benefits, pricing, or promotions—helping customers make informed choices without direct sales assistance.
• Customer Engagement: Designed to encourage interaction, many displays include space for product sampling, QR codes for digital content, or areas where brand ambassadors can engage directly with consumers.
• Impulse Buying Stimulator: Eye-catching design and strategic placement near checkout counters or entryways increase the likelihood of spontaneous purchases.

Key Features That Define Effectiveness

The success of a portable counter display hinges on a combination of practical and functional features tailored for real-world use. These features ensure ease of deployment, durability, and adaptability across diverse marketing environments.

Mobility

Mobility is the defining characteristic of portable counter displays. Constructed with lightweight yet sturdy materials such as aluminum frames, ABS plastic, or reinforced cardboard, these units can be easily transported between locations. Many models come with built-in handles or optional wheeled cases, making them ideal for sales teams, event marketers, and pop-up retailers who require quick setup and relocation.

Customizable Design

Customization allows brands to maintain consistency across all touchpoints. Displays can be branded with company logos, color schemes, slogans, and graphics using high-resolution printing or interchangeable graphic panels. This personalization not only enhances brand recognition but also enables targeted campaigns—such as seasonal promotions or region-specific messaging—without needing entirely new structures.

Durability

Built to withstand frequent use and varying environments, portable counter displays are made from impact-resistant and weather-resistant materials. Whether used indoors or in outdoor events, they resist wear from handling, exposure to light, and minor impacts. Reinforced corners, scratch-proof laminates, and UV-protected graphics help maintain a professional appearance over time, even after multiple deployments.

Easy Assembly

Most portable displays feature tool-free assembly mechanisms such as snap-fit joints, magnetic connectors, or telescoping frames. This allows staff with minimal training to set up or dismantle the display in minutes—critical during time-sensitive events or back-to-back trade shows. Clear instructions and intuitive design reduce setup errors and improve operational efficiency.

Storage Efficiency

Space-saving design is crucial for logistics and storage. Many portable counter displays are collapsible or modular, folding down into compact cases that fit easily in vehicles or storage rooms. This reduces transportation costs and simplifies inventory management, especially for businesses managing multiple units or rotating campaigns.

Functional Integration

Modern displays often include integrated features such as shelves, brochure holders, tablet mounts, lighting elements, or secure compartments for samples and promotional materials. These enhancements improve usability and allow for a more immersive customer experience while maintaining a clean, organized appearance.

Design Principles for Maximum Impact

The visual and structural design of a portable counter display plays a critical role in its effectiveness. A well-designed display not only attracts attention but also guides the viewer’s eye toward key messages and encourages interaction.

• Target Audience Alignment: Design choices—such as color psychology, font style, imagery, and layout—are tailored to resonate with the intended demographic. For example, vibrant colors and bold graphics appeal to younger audiences, while minimalist designs may suit luxury or professional brands.
• Ergonomic Sizing: The height and footprint are optimized for visibility and accessibility. Standard counter heights (around 36 inches) allow for comfortable interaction while ensuring product visibility above surrounding displays.
• Line-of-Sight Optimization: Key branding elements and product highlights are positioned at eye level to maximize exposure. Strategic use of lighting or angled surfaces can further draw attention in crowded environments.
• Interactive Layout: Open designs that invite approachability—such as curved fronts, open shelving, or built-in demo stations—encourage customers to engage with products or staff, increasing dwell time and conversion potential.

Feature	Importance	Best Practices
Mobility	High	Choose models with lightweight frames and carrying cases; ideal for multi-location campaigns.
Custom Branding	High	Use high-resolution graphics with brand-compliant colors and logos for maximum recognition.
Durability	High	Select weather-resistant and impact-tested materials for long-term reuse.
Assembly Time	Medium-High	Opt for tool-free setups; aim for under 5 minutes per unit.
Storage Size	Medium	Foldable designs should reduce to less than 20% of assembled volume.
Interactive Elements	Medium	Incorporate QR codes, sample trays, or digital screens to boost engagement.

Pro Tip: Always align your portable counter display design with your overall marketing strategy. A visually stunning display loses impact if the message is unclear or irrelevant to the audience. Test your design in real-world conditions before mass deployment, and consider seasonal or regional variations in branding. Regular updates keep the display fresh and relevant, ensuring continued effectiveness across multiple campaigns.

Scenarios of Portable Counter Display Usage

Portable counter displays are versatile marketing tools designed for both temporary and permanent applications across a wide range of environments. Their lightweight construction, ease of assembly, and customizable branding make them ideal for enhancing visibility, driving engagement, and promoting products or services in dynamic settings. Whether used indoors or outdoors, these displays offer businesses the flexibility to adapt quickly to changing promotional needs while maintaining a professional appearance.

Trade Shows and Exhibitions

Trade shows and exhibitions are among the most common and effective environments for deploying portable counter displays. With tight setup schedules and high competition for attendee attention, the ability to quickly assemble a pop-up or folding counter display can significantly impact a brand's presence on the show floor.

• Rapid deployment: Pop-up and foldable models can be assembled in minutes, allowing teams to focus on customer engagement rather than logistics
• Brand visibility: Strategically designed graphics and lighting options attract foot traffic and reinforce brand identity
• Interactive functionality: Counters can be equipped with product demo areas, QR code scanners, or tablet stands to encourage visitor interaction
• Compact storage: Lightweight materials and collapsible designs make transportation and storage efficient and cost-effective

Pro tip: Use modular counter systems that allow for reconfiguration based on booth size or event theme.

Retail Promotions

In retail environments, portable acrylic or laminated counter displays play a crucial role during seasonal sales, new product launches, or limited-time offers. These displays are designed to integrate seamlessly into existing store layouts without disrupting customer flow or requiring permanent installation.

• Strategic placement: Position near high-traffic zones such as checkout counters, store entrances, or endcaps to maximize product exposure
• Point-of-purchase impact: Eye-level branding and clear messaging increase impulse buying behavior
• Material versatility: Acrylic counters offer a sleek, modern look ideal for cosmetics or electronics, while durable plastic or metal options suit heavy-duty retail environments
• Easy updates: Changeable graphic panels allow retailers to update promotions quickly without replacing the entire unit

Key benefit: Portable counters reduce downtime during promotional transitions compared to fixed installations.

Corporate Events

From product launches to industry conferences and sponsored gatherings, portable counter displays enhance professionalism and streamline operations at corporate events. They serve not only as branding tools but also as functional hubs for guest services and information dissemination.

• Multi-functional use: Serve as registration desks, welcome stations, or giveaway distribution points
• Custom branding: Full-color printed surfaces reinforce company identity and campaign messaging
• Integrated storage: Hidden compartments or drawers keep brochures, badges, and supplies organized and accessible
• Consistent image: Uniform design across multiple locations supports brand cohesion in national or international events

Best practice: Pair counters with digital signage or tablet kiosks to create an interactive guest experience.

Outdoor Events

Portable display counters are increasingly used in outdoor festivals, concerts, farmers markets, and community fairs. Designed to withstand environmental challenges, these units combine durability with mobility to support successful on-site promotions.

• Weather resistance: Constructed from UV-stabilized plastics, powder-coated metals, or marine-grade materials to resist sun, rain, and wind
• Stability features: Weighted bases or anchor points prevent tipping in windy conditions
• Portability: Foldable legs and carry cases enable easy transport and quick setup on uneven terrain
• High visibility: Bold graphics and optional LED lighting ensure visibility even in bright daylight or evening events

Critical consideration: Always check local regulations regarding footprint size and placement in public spaces.

Service Centers and Customer Hubs

Businesses operating service centers—such as auto repair shops, salons, clinics, or financial institutions—can leverage portable counter displays to promote add-on services, loyalty programs, or seasonal offers directly within customer waiting or transaction areas.

• Dynamic marketing: Easily relocate displays to match peak traffic patterns or seasonal campaigns
• Informational support: Display brochures, service menus, or pricing guides to educate customers and reduce staff inquiry load
• Cross-selling opportunities: Highlight complementary products (e.g., car accessories in a repair shop or skincare in a salon)
• Space efficiency: Compact footprint ensures functionality without overcrowding small service areas

Operational advantage: Rotating displays keep promotional content fresh and engaging, encouraging repeat customer attention.

Educational & Nonprofit Applications

Beyond commercial uses, portable counters are valuable in schools, universities, and nonprofit organizations for fundraising drives, awareness campaigns, and enrollment events.

• Donation stations: Secure, branded counters for collecting contributions during charity events
• Information booths: Centralized points for distributing literature, answering questions, or signing up volunteers
• Event branding: Reinforce mission statements and organizational identity at public outreach events
• Durability for reuse: High-quality units can be repurposed across multiple events, offering long-term value

Budget-friendly tip: Choose modular systems that allow graphic updates instead of full replacements.

Strategic Recommendation: When selecting portable counter displays, prioritize models that offer modularity, weather resistance (if needed), and easy graphic updates. This ensures long-term usability across multiple scenarios and reduces total cost of ownership. For maximum impact, integrate the display with digital elements like QR codes, NFC tags, or tablet-based demos to bridge physical and online engagement.

Use Case	Recommended Display Type	Key Features	Lifespan (With Proper Care)
Trade Shows	Folding Pop-Up Counters	Lightweight, quick assembly, branded graphics	3–5 years
Retail Promotions	Acrylic or Laminated Counters	Clear surfaces, customizable inserts, scratch-resistant	4–7 years
Outdoor Events	Weather-Resistant Foldable Units	UV protection, weighted base, rust-proof materials	2–4 years
Corporate Events	Modular Branded Counters	Integrated storage, professional finish, logo integration	5+ years
Service Centers	Compact Mobile Counters	Wheels, changeable panels, space-saving design	4–6 years

Additional Considerations for Optimal Use

• Brand Consistency: Ensure all counter displays align with corporate color schemes, typography, and logo standards for unified messaging
• Accessibility: Design counters with ADA-compliant heights when used in public spaces to accommodate all users
• Security: Incorporate locking mechanisms for valuable promotional items or sensitive information
• Sustainability: Opt for recyclable materials and reusable components to support eco-friendly initiatives
• Maintenance: Regular cleaning and inspection extend lifespan and maintain professional appearance

Specification & Maintenance of Portable Counter Display

A portable counter display is a vital tool in retail environments, trade shows, and promotional events—designed to attract attention, showcase products, and enhance brand visibility. To ensure maximum return on investment, it's essential to understand both the technical specifications and proper maintenance practices. These factors directly influence the display’s durability, portability, visual appeal, and long-term performance. This guide provides a comprehensive overview of key specifications to consider when selecting a display and actionable maintenance tips to extend its lifespan.

Important Note: Choosing the right display involves balancing aesthetics, functionality, and environment. Always verify compatibility with your intended use—whether indoors, outdoors, or in high-traffic areas—to avoid premature wear or safety concerns.

Key Specifications of Portable Counter Displays

The specifications of a portable counter display vary based on design, materials, and application. Understanding these details helps you select the most suitable option for your marketing needs. Below are the critical specifications to evaluate before purchase or deployment:

• Material: The construction material significantly impacts both appearance and durability.
  • Aluminum frames are commonly used for folding or pop-up displays due to their lightweight nature and structural strength, making them ideal for frequent transport.
  • Acrylic (plexiglass) is preferred for sleek, modern displays, offering transparency and a premium look. It’s scratch-resistant when properly maintained and excellent for showcasing high-end products.
  • Other materials like ABS plastic, wood composites, or laminated cardboard are used in budget-friendly or temporary displays but may lack long-term resilience.
• Dimensions (Size): Size should align with available space and product visibility goals.
  • Standard portable counter displays typically measure around 60 inches (5 feet) in height and 36 inches (3 feet) in width, fitting comfortably on most retail counters or tables.
  • Custom sizes are available for unique applications—such as narrow retail aisles or compact booths—ranging from mini countertop units (12” x 18”) to oversized floor-standing models.
  • Ensure the display fits within transport cases and complies with event venue regulations.
• Weight: Portability is a defining feature.
  • Most displays weigh between 20 to 50 pounds, striking a balance between sturdiness and ease of transport.
  • Lighter models (under 30 lbs) are easier to carry for sales reps or event staff, while heavier units may offer enhanced stability and load capacity.
  • Consider ergonomic handles, wheels, or carry bags for improved mobility.
• Load Capacity: This determines how much weight the display can safely support.
  • Standard load capacity ranges from 50 to 100 pounds, sufficient for holding product samples, brochures, digital screens, or promotional tablets.
  • Displays intended for holding monitors or video equipment should be reinforced and anchored properly to prevent tipping.
  • Always check manufacturer ratings and avoid overloading to maintain structural integrity.
• Finish & Aesthetics: Surface finish affects both visual appeal and functionality.
  • Glossy finishes provide a polished, eye-catching look that enhances color vibrancy—ideal for attracting attention in well-lit environments.
  • Matte finishes reduce glare and fingerprints, making them better suited for brightly lit spaces or interactive displays where reflections could hinder visibility.
  • Custom finishes such as brushed metal, frosted acrylic, or printed graphics can align with brand identity and marketing themes.

Specification	Typical Range	Best For	Considerations
Material	Aluminum, Acrylic, Plastic, Cardboard	Durability vs. Cost	Choose based on frequency of use and environment
Height	30" – 72"	Counter or eye-level visibility	Avoid exceeding standard counter height unless needed
Width	18" – 48"	Product range display	Ensure fit on standard tables or countertops
Weight	20 – 50 lbs	Portability and stability	Lighter = easier transport; heavier = more stable
Load Capacity	50 – 100 lbs	Holding digital devices or heavy samples	Verify weight of items before loading

Maintenance Tips for Longevity and Professional Appearance

Proper maintenance ensures your portable counter display remains visually appealing and structurally sound after repeated use. Regular care not only preserves its condition but also reflects positively on your brand image. Follow these best practices to maximize the lifespan of your display:

• Cleaning: Routine cleaning prevents buildup of dust, fingerprints, and smudges.
  • For acrylic displays, use a microfiber cloth and a cleaner specifically formulated for acrylic surfaces (e.g., Novus #1). Avoid ammonia-based cleaners like Windex, which can cause cracking or clouding over time.
  • For pop-up or fabric-based displays, gently wipe with mild soap and water. Spot clean stains immediately and allow to air dry completely before storage.
  • Pay special attention to high-touch areas such as edges, handles, and graphic panels.
• Storage: Improper storage is a leading cause of damage.
  • Always store the display in a dry, climate-controlled environment to prevent warping, mold, or corrosion.
  • Use the original protective case or a padded travel bag to shield against dust, moisture, and physical impact.
  • Disassemble modular components and store hardware (screws, connectors) in labeled bags to avoid loss.
• Inspection: Regular checks help catch issues early.
  • Before and after each use, inspect for loose screws, bent frames, cracked panels, or peeling graphics.
  • Test moving parts (e.g., hinges, folding mechanisms) for smooth operation.
  • Replace damaged graphics promptly to maintain a professional appearance.
• Transportation: Safe transit prevents avoidable damage.
  • Use protective padding, corner guards, or foam inserts during transport to absorb shocks and prevent scratches.
  • Avoid stacking heavy items on top of the display case.
  • When traveling by car or plane, secure the case to prevent shifting during movement.

Expert Tip: After each event, perform a quick "maintenance checklist"—clean the surface, inspect for damage, and confirm all parts are accounted for. This habit can extend your display’s life by years and reduce replacement costs.

Additional Best Practices

• Label all components and keep an inventory list for multi-part displays.
• Train staff on proper assembly and disassembly techniques to prevent user error.
• Store graphics separately in flat portfolios to avoid creasing or curling.
• Rotate multiple displays if used frequently to reduce wear on a single unit.
• Contact the manufacturer for replacement parts or repair services when needed.

Investing time in understanding the specifications and maintaining your portable counter display pays off in both functionality and brand presentation. A well-maintained display not only performs reliably across numerous events but also communicates professionalism and attention to detail. By following these guidelines, you ensure your marketing tools remain effective, attractive, and durable for years to come.

Frequently Asked Questions About Portable Counter Displays

Q1: Why are portable counter displays important for retail?

Portable counter displays play a vital role in modern retail environments by enhancing product visibility and driving customer engagement. Their mobility allows retailers to strategically place them in high-traffic zones such as checkout counters, store entrances, or promotional aisles—maximizing exposure during peak shopping times.

• Attention-Grabbing Design: These displays are engineered to stand out with bold graphics and compact, eye-catching structures that draw shopper attention to featured products or limited-time offers.
• Impulse Buying Stimulator: Positioned at decision points (like near cash registers), they encourage spontaneous purchases by showcasing complementary or trending items.
• Brand Reinforcement: Consistent use of branded colors, logos, and messaging strengthens brand identity and recall at the point of sale.
• Space Efficiency: Their compact size makes them ideal for small retail spaces where floor space is limited but customer interaction needs to be maximized.

Overall, portable counter displays act as silent salespeople—working 24/7 to highlight key products and increase conversion rates without requiring additional staff.

Q2: What materials are typically used to make portable counter displays?

The construction of portable counter displays involves a careful balance between durability, weight, and visual appeal. Manufacturers select materials based on the intended use, budget, and aesthetic goals. The most commonly used materials include:

Material	Key Features	Best For
Wood	Natural look, sturdy, customizable finish	Premium or artisanal brands seeking a warm, organic aesthetic
Aluminum	Lightweight, corrosion-resistant, modern metallic finish	High-end electronics, cosmetics, or tech brands emphasizing sleek design
Acrylic Plastic	Transparent or colored, scratch-resistant, glossy finish	Displays requiring clarity (e.g., showcasing small products or layered arrangements)
Corrugated Cardboard / Rigid Paperboard	Cost-effective, printable, eco-friendly options available	Short-term promotions, seasonal campaigns, or sustainable branding initiatives

Many displays combine multiple materials—such as an aluminum frame with acrylic shelves or a wooden base with printed cardboard graphics—to achieve both structural integrity and visual impact.

Q3: How can portable counter displays be customized?

Customization is one of the greatest strengths of portable counter displays, allowing brands to align every detail with their marketing strategy and brand identity. Customization options span form, function, and visual design:

• Graphics & Branding: Full-color digital printing enables high-resolution logos, product images, promotional text, and QR codes that link to websites or social media.
• Shape & Structure: Displays can be tailored into unique silhouettes—such as circles, pyramids, or brand-specific icons—that differentiate them from standard rectangular units.
• Color Schemes: Matching Pantone colors or using gradients and textures ensures consistency across packaging, advertising, and in-store presence.
• Functional Add-ons: Integrated features like built-in lighting, rotating turntables, sample holders, or tablet mounts enhance interactivity and usability.
• Modular Design: Some displays are designed to be reconfigured for different campaigns, offering long-term value and flexibility.

With advanced CAD modeling and prototyping, businesses can preview their custom designs before production, ensuring the final product meets both aesthetic and practical expectations.

Q4: How do portable counter displays benefit businesses during events?

At trade shows, pop-up markets, festivals, and other temporary events, portable counter displays offer a powerful combination of portability, professionalism, and performance. Their strategic advantages include:

• Rapid Deployment: Most displays are designed for quick assembly and disassembly—some taking less than 5 minutes to set up—making them ideal for time-sensitive environments.
• Compact Transport: Many come with carrying cases or fold into compact forms, making them easy to ship or carry between locations without damage.
• Brand Presence in Shared Spaces: In crowded event halls or outdoor markets, a well-designed display helps a business stand out from competitors and attract foot traffic.
• Interactive Engagement: Strategically placed product samples, brochures, or demo areas on the display invite attendees to interact, ask questions, and build a connection with the brand.
• Cross-Channel Marketing: QR codes, hashtags, or social media prompts on the display can extend engagement beyond the event and into digital spaces.

For small businesses and startups, portable counter displays provide a cost-effective way to project a polished, professional image—even with limited booth space or staffing.

Q5: How can the durability of portable counter displays be ensured?

To maximize the lifespan and return on investment of portable counter displays, businesses should focus on both material selection and proper care practices:

• Durable Materials: Opt for reinforced joints, scratch-resistant coatings, and weather-resistant finishes—especially for outdoor or high-traffic events. Aluminum and acrylic are particularly resilient while remaining lightweight.
• Protective Packaging: Always store displays in padded cases or containers when not in use to prevent dents, scratches, or warping during transport.
• Regular Cleaning: Use non-abrasive cleaners and soft cloths to maintain the appearance of surfaces. Avoid harsh chemicals that can degrade plastics or finishes.
• Handling Training: Ensure staff know how to assemble, disassemble, and handle the display properly to avoid accidental damage from misuse.
• Inspection Routine: Before and after each use, inspect for loose parts, cracks, or worn graphics so repairs can be made promptly.

Well-maintained displays can last for several years and be reused across multiple campaigns, significantly reducing long-term marketing costs while maintaining a consistent brand image.