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2005-05-13
ST Electronics Renames Its Companies
ST Electronics Renames Its Companies To Strengthen Market Positioning
Singapore, 28 April 2005 — Singapore Technologies Electronics Limited (ST Electronics), the electronics arm of Singapore Technologies Engineering Ltd (ST Engineering), has launched a rebranding of its core businesses to better reflect and strengthen the marketing of its capabilities, core competencies and solutions. The change is part of an overall effort by ST Electronics to create and leverage on a stronger group identity and branding vis-à-vis its customers in local and international markets.
ST Electronics’ wholly-owned subsidiaries have been renamed in line with this exercise. The rebranding of the subsidiaries will consolidate ST Electronics’ positioning in these markets and reflects the integration of the group’s areas of focus to facilitate its future growth.
“The brand equity of ST Electronics is well recognised as the company garners more successes in the region and internationally. This move to rebrand our subsidiaries will consolidate and leverage on the strong brand equity and goodwill of the group. While each of our businesses has its own strength and is known in its specific market sector, this exercise also enables the group to clearly define the core competencies of the various companies. The re-branding will also provide greater clarity of the expertise of our key subsidiaries and position us to serve our customers.”
~ SEAH Moon Ming
President, ST Electronics
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