ANZDL CEO SAYS BRANDS REMAIN IMPORTANT IN SHIPPING

ANZDL CEO SAYS BRANDS REMAIN IMPORTANT IN SHIPPING    Carrier brand names remain important in shipping, despite industry consolidation and pressures for the commoditization of freight rates, a senior executive of Australia-New Zealand Direct Line.
   “Brands are important,” said Stuart Rattray, the new chief executive officer of ANZDL, now a subsidiary of the CP Ships group. “Customers have a brand association and base their support on experience, service quality, strong relationships, perceived value, ease of doing business and geographic identity,” he added.
   The separate brand of ANZDL, a niche carrier in the U.S./Australia/New Zealand trade, does not conflict with its being a part of the CP Ships, the carrier said. Besides ANZDL, CP Ships owns Canada Maritime, Cast, Contship Containerlines, Montreal Terminals and, through Americana Ships, Lykes Lines, TMM Lines and Transportacion Maritima Grancolombiana.
   Rattray said that ANZDL has cooperated with the CP Ships group since its acquisition in December 1998. It has reduced costs through slot swapping, shared facilities, new tonnage, insurance and container exchanges, and is benchmarking itself with other group companies.
   ANZDL would maintain the advantages of a small company and brand and get the benefits that come from being in a larger group, the carrier said.