Uponor to strengthen businesses under one brand
The housing and infrastructure solutions specialist, Uponor, continues
to consolidate its operations. From the beginning of 2006, most of its
businesses around the world will operate under the Uponor brand, and
the company will move away from other brand names mostly introduced as
a result of company acquisitions over the years.
According to President and CEO Jan Lång, this is a logical step along
the company's development path. 'Our strategic goal is to create one
unified company, which is reflected in our current efforts to
harmonise our internal processes and sharpen our focus on our customer
interface. By promoting one single brand, we will give a stronger
support for making Uponor a leading brand in its segments.'
In line with the brand strategy, the internationally well-known system
names Wirsbo, Unipipe and Ecoflex will be replaced by the Uponor
brand. Some of the system brand names will, however, remain as part of
the product names, while the Group's global naming structure will be
totally revised. For the last three years, Uponor has used its
corporate brand in parallel with the system brands, thus strengthening
its recognition among customers.
The brand development will enable Uponor to enhance its Uponor brand
visibility and strength rather than investing in several brand names.
'In recent years, Uponor has grown into one of the leading companies
in the industry, and re-branding will further sharpen our brand
profile, providing scope for growth. A more unified Uponor with
harmonised processes will provide us, for instance, with more
capabilities to develop our offering according to customer needs,'
states Jan Lång.
As a rule, Uponor's customer service and familiar staff will remain
unchanged. In Germany, focusing on the Uponor brand will lead to a
more integrated sales organisation, offering potential for a more
efficient key account management and sales resource utilisation.
In order to prepare for the new brand strategy implementation in early
2006, the company has been refining its brand positioning and
identity.
Source:
Uponor
