Diversified logistics group Imperial Holdings officially unveiled its new branding strategy earlier this month, which will see a complete overhaul of its branding and the creation of a more unified approach.
Imperial Holdings CEO Hubert Brody believes consistent branding would enable the group to capitalise on the synergies between its various businesses.
Strategic branding agency Black Branding was chosen to partner with Imperial on the assignment and the group has chosen to retain some of its strong individual brands, which already have an entrenched market presence, and simultaneously reinvent and strengthen the Imperial brand. “With our most visible presence, Imperial Car Rental, evolving into Europcar, we felt it was important to determine whether we could reposition Imperial as more than just a car and truck rental company, “ Brody said.
Imperial’s new branding strategy incorporates a new positioning statement, “fast moving, forward thinking” – a new slogan aligned to the group’s chosen focus areas of expansion, namely logistics, tourism and selected aspects of financial services. Imperial’s most recent set of results indicates that the group has benefited from the internal restructuring actions taken over the past two years.
“We are confident that Imperial is well positioned to take advantage of the market upturn,” Brody said.
“The fundamentals of our business remain strong. Logistics Industry Increased globalisation is ensuring the attractiveness of the logistics industry and South Africa has significant potential for further growth in this field. South Africa will also remain an important tourist destination and our car rental and coach business positions us to capitalise strongly on tourism opportunities.”