Cargotec kicks off new brand strategy

Cargotec kicks off new brand strategy    Cargo-handling equipment manufacturer Cargotec announced a new corporate-wide branding strategy and new visual look, which is aimed at strengthening the Cargotec name and its main brands Hiab, Kalmar and MacGregor.
   The company said the new brand strategy supports its 'one company' approach.
   Cargotec said all its brands share a common symbol, the elephant. The Cargotec elephant will be displayed in most of the materials together with the Hiab, Kalmar and MacGregor brands. To support the new brand strategy, the company's on-road load handling brands Multilift, Moffett, Loglift and Jonsered will be transferred into new product names promoted as Hiab brands.
   Implementation of the new brand strategy will be undertaken gradually through 2011, the company said.