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Rethink The Transnet Brand

387 Words2 Pages

The assumption of Transnet’s organisational alteration in 2007 encouraged them to rethink the Transnet brand. The foremost purpose of the alteration was to achieve an intelligible set of occupational components and processes that could function together meritoriously. Having accomplished this aim, they were required to give content to this new incorporated procedure demonstrating their new agreement with a new branding system.
The purpose was to create both a foremost brand and a set of sub-brands and the appropriate architecture to give gratified to the philosophy of “One Company, One Vision”. The purpose is also to align their business identity with the business strategy. Subsequently, to confirm the rearrangement, Transnet has rebranded …show more content…

This investigation concluded that the name Transnet should be engaged and Transnet should revive its brand image to reflect: customer focus; reliability and flexibility; cost-efficiency and competitiveness; transparency; improved communication and divisional alignment; and an integrated solution of bulk freight transportation. (Transnet: 2012)
Therefore, the transformation of the brand is intended to enhance the impartiality entrenched in the Transnet brand but also communicate the revitalisation of the Company, its new corporate structure, its people and the emerging service culture.
Refreshing the brand is also provided with a superlative opportunity to communicate the repositioned Transnet – a business-to-business player – and will enable the entities they no longer own to be positioned within the strategies of new owners. Following the monumental brand route, Transnet has done away with the old semi-autonomous and disjointed structure and replaced it with a single, integrated one.
All the sub-brands contain the same tagline. Previously they had been using “delivering on our commitments”, and whilst these reformists appropriate, they wanted to highlight the obligation to the people, stakeholders, the customers, the employers, the shareholders and the communities in which they

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