A stronger focus on customers is a key ingredient of ThyssenKrupp’s plan to introduce a unified global brand. The company has decided to redevelop its branding because it is not yet perceived everywhere as a high performance industrial group, according to comms chief Alexander Wilke.
New branding will communicate the company’s positioning as a diversified industrial group, according to Wilkes.
ThyssenKrupp CEO Dr. Heinrich Hiesinger said that the company has become more diversified and more stable.
• ThyssenKrupp AG has reported a 46% rise in yearly net profit and generated cash, before asset sales, for the first time since 2006, according to a report in the Wall Street Journal.