Displaying items by tag: rebrand

Austria: Fibre cement products company Eternit Österreich will rebrand as Swisspearl Österreich, effective from 1 April 2023. The company has been a subsidiary of Switzerland-based Swisspearl Group since 2009.

Mexico: Cemex has updated its logo to a new design, which it says presents a ‘fresher, closer, and more dynamic’ visual identity. The groups says that this signifies a ‘clear and decisive company transformation.’

CEO Fernando González said “I am excited to present the renewed image of our company. But what excites me most is what is behind the change: a renewed commitment to helping our customers push the boundaries of sustainable construction through innovative solutions.”

Russia: Eurocement has changed its name to Cemros. The rebranding exercise followed an internal staff competition to come up with a new name followed by a vote from a shortlist. The new name is intended to invoke the words ‘cement’ and ‘Russia.’ It was suggested by Evgeny Lukanovsky, Alexey Lotarev and Igor Efimov.

Eurocement was acquired by Smikom in 2021 for around US$2.2bn following an auction held by Sberbank.

Germany: The former HeidelbergCement Trading has announced its rebranding as Heidelberg Materials Trading. The trading and shipping arm of Heidelberg Materials said that the new name better reflects its products and services offering.

Zimbabwe: Lafarge Cement Zimbabwe has rebranded to Khayah Cement amidst its on-going corporate restructuring. The Sunday News has reported that Khayah Cement is in the process of reconstituting its board of directors and board committees.

India: Adani Cement has announced the launch of a dedicated waste processing subsidiary called Geoclean. Geoclean will process waste for recycling and use as alternative fuel (AF) in its cement production and alternative raw materials in its production of other building materials. Geoclean inherits the projects and all 14 waste management plants of its predecessor company Geocycle India. The Orissa Diary newspaper has reported that Geoclean aims to help Adani Cement to co-process 3.7Mt of AF over the five-year period up to the end of 2027. This would raise its subsidiaries ACC and Ambuja Cements’ AF substitution rate to 30%, from 6% in 2021.

Adani Cement CEO Ajay Kapur said "We are committed to building a sustainable future by adopting clean and green technologies in our overall business. We have always believed in environmental conservation, and are committed to making the optimum contribution towards co-processing waste responsibly for a sustainable future. Adani Cement will continue its endeavours to promote sustainability and build a cleaner and greener planet."

Germany: Fuchs Lubritech has merged into Fuchs Schmierstoffe. Following the merger, the latter also rebranded as Fuchs Lubricants Germany on 3 June 2022. Fuchs Lubricants Germany will assume all contractual responsibilities of Fuchs Lubritech.

US: Holcim has announced the rebranding of its US-based LafargeHolcim US subsidiary to Holcim US. The name change is the first in any region since parent company LafargeHolcim became Holcim in July 2021. The producer says that this regional rebrand marks a ‘significant milestone’ towards establishing a shared purpose and vision across its global operations.

Holcim will continue to work towards becoming the global leader in innovative and sustainable building solutions through building progress for people and the planet.

China: Sichuan Shuangma Cement’s board of directors voted in favour of a rebranding on 16 December 2021. In a filing to the Shenzhen Stock Exchange, the company stated that it will change its name to Sichuan Hexie Shuangma. The reason for the change is the producer’s diversification away from its original business of cement production into other industries, making the ‘Cement’ element less relevant than it had previously been. Hexie is Chinese for harmony.

South Korea: Ssangyong Cement has announced a planned name change to Ssangyong C&E. The Korea Herald newspaper has reported that the ‘C’ stands for cement while the ‘E’ stands for environment. Besides signalling its move into new industries driven by green value-creation, the new name is intended to reflect the company’s existing values. Since the beginning of 2016, it says it has spent US$90m/yr on environmental upgrades to cement production. Shareholders will finalise the change on 25 March 2021.

Ssangyong Cement chair Hong Sa-seung said, “For the past 60 years, we have led Korea’s cement industry and contributed to country’s industrialisation and economic development. With the know-how we have gathered from the cement business, we seek to expand our business to environmental businesses.”