Kayaba on rebranding drive
Kayaba Sdn Bhd, a subsidiary of UMW Holdings Bhd, will spend close to RM2 million over the next two years to promote its new corporate identity as part of a global rebranding exercise.
The dominant maker of car shock absorbers has a new logo and corporate identity and is rebranding itself simply as KYB.
KYB Corp of Japan president Tadahiko Ozawa said the change of name, tagline and logo is a global exercise embarked by the principal company with its subsidiaries and affiliates worldwide.
“Malaysia is one of the last countries to adopt this new corporate identity which started in Japan since last October,” he said at a news conference unveiling the new name, tagline and logo in Kuala Langat, Selangor, yesterday.
Ozawa said KYB Corp decided to unify its logo and change Kayaba’s name to KYB for three reasons.
“Firstly, to standardise the use of KYB and Kayaba. Currently, there are more than 30 types of logos in use within and outside Japan. This confusion may damage the corporate image and may result in our customers and end-users losing confidence in us,” he said.
“Secondly, to deal with market globalisation and thirdly, to employ a commonly known company name in Japan and as a symbol mark worldwide to establish the KYB brand,” he added. The rebranding exercise also coincides with the KYB group’s 70th anniversary.
Kayaba Malaysia director and general manager Chan Seng Yoke said there would be two steps to evolving Kayaba’s new identity to avoid confusion in the marketplace.
“Following today’s (yesterday) launch, we will embark on a series of promotional and advertising activities and roadshows to raise awareness and build upon the KYB name. We plan to spend close to RM1 million over the next year,” he said.
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Source:
Business Times
