HeiQ, the Swiss high-tech company producing high performance sustainable effects for textiles, is launching a new umbrella branding strategy, which covers all the technologies under the HeiQ parent brand. All the new technology names include the HeiQ brand so as to allow the end consumer to immediately identify the technology they are going to use. The new explicit branding strategy is also meant to increase business at point of sales. HeiQ will be present at Ispo Munich on Jan. 24-27, in hall C3 at booth 401. HeiQ was founded in 2005 as a spin-off company of the Swiss Federal Institute of Technology.