Industry Addendum
ST Engineering adopts single brand to drive growth
June 1st 2018
ST Engineering will make a group wide transition of its subsidiaries to the master brand, ST Engineering, on June 1. Read More »
“The brand harmonisation will drive higher brand visibility and position the group for greater commercial impact and marketing presence as it expands to new global markets and industry segments,” ST Engineering statement said.
 |
“A single brand approach is as important strategy as innovating or creating products or solutions,” said ST Engineering chief marketing officer, Chew Men Leong.
“With two thirds of ST Engineering’s growth in the next five years projected to be from overseas uniting all our corporate brands into a master brand will enable us to leverage scale and enhance competiveness and help cement the reputation of the group a global technology, defence and engineering group.”
The brand harmonization will begin with ST Engineering subsidiaries in Singapore and all subsidiaries in the aerospace sector followed by other overseas subsidiaries
When the transition is complete the group’s division will be known as ST Engineering, ST Engineering Aerospace, ST Engineering Electronics, ST Engineering Land Systems and ST Engineering Marine.
Headquartered in Singapore, ST Engineering is a global technology, defence and engineering group that specializes in aerospace, electronics, land systems and marine sectors. It employs 22,000 people across Asia, The Americas, Europe and the Middle East serving customers in more than 100 countries and is one of the largest companies in Singapore.
