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Rebranding of shipping group adds brand equity for clients

17th May 2013

  

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South African logistics company Bridge Shipping Group is rebranding, following an agreement for privately owned global logistics and warehousing company C. Stein-weg Handelsveem (C. Steinweg) to acquire a majority interest in Bridge Shipping Group in June last year, says Bridge Shipping Group CEO Colin Emanuel.

“The C. Steinweg name and brand provide a significant amount of value for our local and international clients,” he says.

C. Steinweg has been a major player in the logistics and warehousing industry for the past 166 years, including its warehous- ing accreditations for world commodity exchanges, such as the London Metal Exchange, the London International Financial Futures and Options Exchange and the New York Board of Trade.

The Bridge Shipping Group brand continues to hold an extensive amount of goodwill and a good reputation throughout sub- Saharan Africa, says Emanuel, acknowledging that, through its association with the C. Steinweg group of companies, it has increased its service offering and, as a result, its reliance on the brand has increased.

The acquisition has enabled Bridge Shipping Group to offer its clients a global solution to their shipping requirements using C. Steinweg’s 77 locations in 32 countries.

The rebranding process entails the updating of all email or electronic signatures, the reprinting of letterheads and documents, the upgrading of Bridge Shipping Group’s website and the replacement of signage. It aims to complete the entire process by next month.

The synergy of the relationship between Bridge Shipping Group and C. Steinweg provides Bridge Shipping Group’s clients with access to increased capabilities and capacities.
“Being a part of the C. Steinweg group of companies and its solid and renowned brand adds intrinsic value to the local and international community,” he says.

Edited by Martin Zhuwakinyu
Creamer Media Magazine Managing Editor

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