MRI Medical Device Product
PROJECT: Name a next generation magnetic resonance imaging (MRI) machine.
ECHELON: A successive troop formation, a hierarchical level of authority.
BRAND POSITIONING: Hitachi Medical has a great reputation for reliability and customer support, and they wanted an easy to remember name that stressed the positioning of excellent image quality, speed and performance, along with efficient, easy operation, reliability and strong ROI. The name Echelon maps well to both the physical nature of the machine (repeated scans of areas of the human body) and to its important place in the hierarchy of diagnostic tools available to the physician.