Late February Nilfisk-Advance announced it will change its ‘name and corporate brand to Nilfisk in order to create a stronger alignment with Nilfisk’s main global product brands and to increase brand impact and understanding for Nilfisk’s customers. The new company name will be implemented globally as of April 2015.’
“We are reducing complexity in our branding, and the overall brand hierarchy will be simpler to understand for both end-customers and dealers across the world,” stated Jonas Persson, Nilfisk Group president and CEO.
The organisation said, ‘The new corporate brand identity will support Nilfisk’s future strategy and enable the continued positioning of Nilfisk as a global market leader. Nilfisk anticipates a smooth transition with no disruption to the business and cooperation with customers.’
The company was named Nilfisk-Advance in 1998 following the acquisition of US-based Advance Machine Company four years before. Advance continues to be a product brand in the Nilfisk’s portfolio, targeting professional customers in the Americas.
A new corporate visual identity will be presented as part of the name transition in April, from Nilfisk Advance to Nilfisk. During 2015, websites, marketing material, back office systems and all legal conditions will be altered to reflect the new company name.