BUILDING & ENGINEERING | Staff Reporter, Singapore

ST Engineering rebrands business units on 1 June

Aerospace, Electronics, Kinetics, and Marine will be renamed to unite under one superbrand.

Singapore Technologies Engineering will adopt a single brand approach by harmonising all its corporate brands by using “ST Engineering” as a masterbrand and align the nomenclature of its subsidiaries’ company legal names with that of “ST Engineering.”

According to an announcement, the brand harmonisation and alignment of company legal names will take effect from 1 June 2018 in a phased approach.

“The brand harmonisation will help drive higher brand visibility and position the Group for greater commercial impact and marketing presence as it expands into new global markets and industry segments,” the company said.

Through the rebranding, ST Aerospace will be renamed into ST Engineering Aerospace, ST Electronics into ST Engineering Electronics, ST Kinetics into ST Engineering Land Systems, and ST Marine into ST Engineering Marine.

The holding companies of these four business sectors will be the first to adopt “ST Engineering” into their existing company legal names.

“The brand harmonisation and company legal name change of the affected entities will not impact any existing contracts, rights and obligations of the parties under these contracts,” the company said.

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