Cummins Launches Global Brand Integration Plan

A few days ago, Cummins announced a new global brand integration strategy at the Annual General Meeting of Shareholders. Tim Solso, Chairman and CEO of Cummins Inc., said: “Building a clearer and more consistent brand image helps to further strengthen Cummins. Global brand customer awareness, thus maintaining long-term market leadership in the increasingly fierce international competition."

Su Zhiqiang said: “In the past five years, we have successfully implemented a strategic transformation and created a 'new Cummins' – its ability to withstand the cyclical fluctuations in the market has become stronger, and its product lines and business scope have become more diversified and more focused. Performance-oriented, and committed to continuously improve profitability." He said: "To ensure that 'New Cummins' can achieve the greatest degree of brand awareness among all potential customers, partners and stakeholders, reflects the strength of With the image of a new type of multinational corporation with a more diversified product line and business scope, Cummins has invested huge human and material resources in launching a brand strategy that aims at a more unified and stronger image.”

The new brand strategy integrates all Cummins business units and product lines into the name of “Cummins”, and uses red and black, two more visually-impressive colors to give Cummins’ corporate identity more prominent than ever before. Appearance image and visual experience. This new brand image will be adopted by the company's entire business department and operating agencies around the world.

The name of the Cummins business unit will also be adjusted and effective immediately under the new brand strategy framework: Cummins Emissions Processing System, Cummins Filtration (formerly Fleetguard), Cummins Fuel System, Cummins Alternator Technology System (formerly New Age), Cummins Power and Cummins Turbo Technology Systems (former Holcerth).

“This will be the first time in the world to promote and disseminate the strong foundation and diversified business power represented by 'New Cummins' through a unified brand image.” Su Zhiqiang emphasized: “More importantly, this brand integration is global The range is synchronized."

Joe Loughrey, president and chief operating officer of Cummins Inc., said: “Unifying the brand image on a global scale will help us better convey the features of the Cummins brand to customers around the world. We want to convey this message to users: Cummins said that it is imperative to do what it takes and that the Cummins brand can overcome language, regional and cultural barriers and truly become a world-renowned and admirable brand."



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