From a carpet manufacturer with 14 pre-owned looms producing traditional woven rugs in the late 1800s, Mohawk had already positioned itself as a strong consumer brand by the mid 1920s. Today, Mohawk continues its growth as a progressive, marketing-driven, consumer-focused organization with a valuable brand, while expanding its product offering to all flooring categories and utilizing state-of-the-art technology in every aspect of its business.

Ed Williams, senior vice president of marketing, said that brand building is taking a number of forms, including expansion of consumer advertising to include not just carpet, but also hard-surface products such as hardwood and ceramic tile.

And this year, Mohawk developed a national retail sale, Mohawk Anniversary Month, with specialized promotions at Mohawk ColorCenter and Mohawk Floorscapes stores across the country. Mohawk Anniversary Month includes a consumer sweepstakes, television, radio, and other brand- and traffic-building tactics.