Nilfisk-Advance is changing its name and corporate brand to Nilfisk, to create a stronger alignment with Nilfisk’s main global product brands and to increase brand impact as well as understanding for Nilfisk’s customers. The new company name will be implemented globally as of April 2015.
“We are reducing complexity in our branding, and the overall brand hierarchy will be simpler to understand for both end-customers and dealers across the world,” says Jonas Persson, President and CEO of the Nilfisk Group.
The new corporate brand identity will support Nilfisk’s future strategy and facilitate the continued positioning of Nilfisk as a global market leader. Nilfisk anticipates a smooth transition with no disruption to the business and cooperation with customers.
The company was named Nilfisk-Advance in 1998 following the acquisition of US-based Advance Machine Company four years previously.
Advance continues to be a product brand in the Nilfisk’s portfolio, targeting professional customers in the Americas. Advance has gained strong presence in North and South America. A new corporate visual identity will be presented as part of the name transition in April. During 2015, websites, marketing material, back office systems and all legal conditions will be altered to reflect the new company name.
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*Original source from The Cleanzine*