ST ENGINEERING ADOPTS MASTERBRAND FOR ITS SUBSIDIARIES TO DRIVE GROWTH IN KEY GLOBAL MARKETS

ST Engineering announced that it is undertaking a group-wide branding exercise to firstly, adopt a single brand approach by harmonising all its corporate brands by using “ST Engineering” as a masterbrand, and secondly to align the nomenclature of its subsidiaries’ company legal names with that of “ST Engineering”. The brand harmonisation and alignment of company legal names will take effect from June 1, 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 brand harmonisation will first cover ST Engineering subsidiaries in Singapore and all its global subsidiaries in the Aerospace sector, followed by other overseas companies. The corporate brands of ST Aerospace, ST Electronics, ST Kinetics and ST Marine will be dropped as they take on the masterbrand with sector descriptors of Aerospace, Electronics, Land Systems, and Marine respectively.

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.