In the future Thyssenkrupp will use one common brand the world over. The redevelopment of the brand reflects the transformation of the Essen-based technology company to a diversified industrial group. What are the aims?
Essen/Germany – “Thyssenkrupp has changed in recent years. We are a different company today. We have become more diversified and as a result more stable,” says Dr. Heinrich Hiesinger, CEO of Thyssenkrupp. “However, we are not yet perceived everywhere as the high-performance industrial group we are and want to become even more. That’s why we decided to redevelop the brand,” adds communications chief Alexander Wilke.
The new brand puts a stronger focus on customers. It communicates the company’s positioning as a diversified industrial group and its aspiration to work in an integrated way, leveraging internal synergies and creating added value for customers, employees and shareholders.
The new branding is based on a survey of more than 6,000 customers, employees, applicants, investors, works council members, public figures and consumers. The findings: Thyssenkrupp scores highly on engineering. The company and its employees and products are seen as high-quality and reliable. The new brand identity builds on this image and at the same time puts an even stronger focus on customer requirements.
The new brand condenses what Thyssenkrupp stands for in a logo, a slogan, and new colors. Wilke: “But these are only the visible elements of our brand. At its core is our brand promise — because it places the focus on customers and says how we want to advance them.”
Jens Michael Wegmann, CEO and chairman of the management board of the Industrial Solutions business area: “We at Industrial Solutions identify fully with the new brand promise and also see it as an incentive. We have always been a long-term partner to our customers, with whom we have jointly developed tailor-made, reliable solutions — based on our leading engineering skills and the experience gained in building more than 5,000 industrial plants. The further regionalization and integration of our businesses will help us move even closer to our customers, further expand our specific market know-how in the world's growth regions, and strengthen our service business.”
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