Global automotive and industrial supplier Schaeffler has begun a rebranding process highlighting the corporate name.
"This unification of the brand and corporate presentation is taking place as part of the Global Branding project, one of the 16 initiatives that make up the excellence program Agenda 4 plus One with which the company is driving forward its strategy Mobility for tomorrow," the bearings specialist said in a statement.
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Globally unifying its corporate presentation, it added, is reducing the complexity of its current brand structure and at the same time enhancing the Schaeffler corporate brand.
Individual product brands, which include INA, LuK, and FAG, will be retained but, in future, will only be used in conjunction with their respective products and together with the Schaeffler brand.
CEO Klaus Rosenfeld said: "As a globally active company, we want to place our Schaeffler corporate brand at the forefront in the future. Doing this also emphasises our ambition to grow together even more strongly as a family owned stock company. This can only be achieved with shared values and leadership principles, and a common strategy with a strong corporate brand: the Schaeffler brand."
The project began at the company's Schweinfurt location where Schaeffler is replacing existing FAG logos.
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By GlobalDataTwo events were held during which employees were informed about the move towards a standardised signature and the significance of the global Schaeffler umbrella brand.
By the end of 2019, the new branding concept should be implemented at all company locations worldwide.
