Press Release 13 March 2006
Launch of a new REHAU image
SETTING THE COURSE FOR THE FUTURE:
REHAU POSITIONS ITSELF AS A STRONG UMBRELLA BRAND
REHAU is ready for the future. 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,” notes Jobst Wagner, President of the REHAU Group. 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,” explains Wolfgang Faber, Chairman of the Board of Directors. “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.”
Millions of individuals encounter REHAU products on a daily basis without even being aware of it or knowing the brand. “It is our task to change this”, according to Mr. Faber. “We intend to display our company’s performance capabilities across all areas so that the REHAU brand can be experienced – contextually and in communications as well as visually.” Thus, the start of the REHAU brand offensive will be accompanied by visual changes in communications and the presentation – from internal presentations in advertisement, business correspondence, the employee magazine and customer magazine, a new image brochure right up to the corporate banner. All visual and communicative innovations which the public, the customers and employees encounter as of 13 March will provide an indication that REHAU is changing.
“Our brand claim, “Unlimited Polymer Solutions”, arose on the basis of our corporate values, a well-founded self awareness and our newly defined communications behavior. This claim points the way and also represents a great challenge which we have set ourselves to being a ‘premium brand’”, Jobst Wagner emphasizes. The company and the REHAU brand will continue to develop in a value conscious and future-oriented manner. Everything is being done to ensure that REHAU remains strongly innovative, is broad-based in every regard and remains uniquely in harmony with respect to the specialization within its three business areas throughout the world. “This strengthens our competitive ability, optimizes efficiency and supports our efforts for stable growth”, notes Mr. Wagner.
REHAU POSITIONS ITSELF AS A STRONG UMBRELLA BRAND
REHAU is ready for the future. 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,” notes Jobst Wagner, President of the REHAU Group. 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,” explains Wolfgang Faber, Chairman of the Board of Directors. “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.”
Millions of individuals encounter REHAU products on a daily basis without even being aware of it or knowing the brand. “It is our task to change this”, according to Mr. Faber. “We intend to display our company’s performance capabilities across all areas so that the REHAU brand can be experienced – contextually and in communications as well as visually.” Thus, the start of the REHAU brand offensive will be accompanied by visual changes in communications and the presentation – from internal presentations in advertisement, business correspondence, the employee magazine and customer magazine, a new image brochure right up to the corporate banner. All visual and communicative innovations which the public, the customers and employees encounter as of 13 March will provide an indication that REHAU is changing.
“Our brand claim, “Unlimited Polymer Solutions”, arose on the basis of our corporate values, a well-founded self awareness and our newly defined communications behavior. This claim points the way and also represents a great challenge which we have set ourselves to being a ‘premium brand’”, Jobst Wagner emphasizes. The company and the REHAU brand will continue to develop in a value conscious and future-oriented manner. Everything is being done to ensure that REHAU remains strongly innovative, is broad-based in every regard and remains uniquely in harmony with respect to the specialization within its three business areas throughout the world. “This strengthens our competitive ability, optimizes efficiency and supports our efforts for stable growth”, notes Mr. Wagner.
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© REHAU Pte Ltd. 2008
© REHAU Pte Ltd. 2008