Singapore's ST Engineering is undertaking a group-wide branding exercise involving the adoption of a single brand approach by harmonising all its corporate brands by using “ST Engineering” as a masterbrand.

The nomenclature of its subsidiaries’ company legal names will be aligned with that of “ST Engineering”.

The brand harmonisation and alignment of company legal names will take effect from 1 June 2018 in a phased approach.

The brand harmonisation aims to achieve higher brand visibility and position the Group for greater commercial impact and marketing presence as it expands into new global markets and industry segments.

Two-thirds of ST Engineering’s growth over the next five years is projected to be from overseas, explains Chew Men Leong, Chief Marketing Officer, ST Engineering. The masterbrand, he adds, will cement the reputation of the Group as a global technology, defence and engineering group.

The brand harmonisation will first cover ST Engineering subsidiaries in Singapore and all its global subsidiaries in the Aerospace sector, followed by other overseas companies. The corporate brands of ST Aerospace, ST Electronics, ST Kinetics and ST Marine will be dropped as they take on the masterbrand with sector descriptors of Aerospace, Electronics, Land Systems, and Marine respectively.

Thus, ST Aerospace becomes ST Engineering Aerospace.

On company legal name change, the holding companies of these four business sectors will be the first to adopt “ST Engineering” into their existing company legal names.

The alignment of the company legal names of other local and overseas subsidiaries with the ST Engineering brand will be done progressively from 1 June 2018 onwards.