Rehau positions itself as a strong umbrella brand
With its more than 14,000 employees, the polymer processor with headquarters in Rehau (Upper Franconia) and active throughout the world has repositioned itself as a strong umbrella brand and as the leading provider in the construction, automotive and industry fields.
The company is now ready to launch a long-term brand offensive, which, aside from an active positioning in the market, will be accompanied by a notable change in appearance. The goal is to increase the polymer specialist’s recognition factor and, in particular, to link the brand name with innovations and advance developments from the three business units: construction, automotive and industry.
At the center of the brand offensive stand the advantages, which REHAU can offer its customers – from trades to prominent automobile manufacturers – and end users. The new claim, ‘Unlimited Polymer Solutions’ is intended to express the company’s promise of utilizing polymer-based solutions to continually redefine the limits of the possible.
“As an internationally successful company, our aim is to position ourselves and our unmistakable values and competences under a common, strong umbrella brand,” Jobst Wagner, President of the REHAU Group notes. The establishment of a strong brand is seen as an important investment in the future.
Against this background, the decision was made to follow a newly aligned brand and communications strategy, whose starting point was a worldwide survey conducted among customers, employees and suppliers.
“The development of REHAU as a company into a successful brand is a central strategic challenge in the face of increasing global competition,” Wolfgang Faber, Chairman of the Board of Directors explains. “Those who are familiar with us know that REHAU has always stood for tradition and strong innovative capability, for internationality and independence and is a leader in polymer-based solutions.”
However, global competitive pressure is making the significance of a brand increasingly important. This applies to REHAU, as well. Mr. Faber goes on to say: “We intend to convincingly display the added value of our products, system solutions and services to all employees, customer groups and the public in general, across all fields.”
24-May-2006