Adopts Pilkington Name in New Branding Structure
Following a review of its branding strategy, Nippon Sheet Glass
(NSG) Group has decided to adopt the "Pilkington" brand for its
global flat glass business (which includes its automotive glass
"In the new NSG Group, flat glass now accounts for around 85 percent
of our global operations, with manufacturing in 27 countries worldwide
and sales in over 130," says NSG chairperson Yozo Izuhara. "We aim
to present a single face to all our customers in both building products
and automotiveand that means adopting a single global brand
for all our markets in those sectors.
"Since the acquisition in June 2006, we have made good progress
in integrating our businesses. In parallel, we conducted a major
review of our branding. Research showed that the 'Pilkington' brand
has very good recognition worldwide and a high reputation for innovative
products and good customer service.
"To ensure that this commercial advantage is fully exploited globally,
NSG has taken the decision to use the 'Pilkington' brand for all
of the Group's Flat Glass operations. Ownership of the Pilkington
brand was an important element of our acquisition strategy and we
intend to make effective use of it."
The new logo for the NSG Group Flat Glass businesses (building
products and automotive) in all markets worldwide, except in Japan
where a Japanese language version is used, is:
A new logo also has been adopted at the executive level. The new
logo of the NSG Group, which will also be used for the Specialty
Glass business, is as follows:
A black and white version is also approved; all other versions
are discontinued. The name "NSG Group" will be used to describe
the company at the group level, as well as by the company's information
technology and glass fiber businesses where the NSG name is well
The legal company name "Nippon Sheet Glass Co. Ltd." now will only
be used for legal and postal address purposes in Japan, and not
in branding or logos.
The changes to the logo come following a study undertaken for the
NSG board by Wolff Olins/Hakuhodo, which included a survey of global
brand awareness in the glass industry.
These changes will take effect immediately, with the new branding
being progressively introduced into the company's operations worldwide
in the coming months.
As for what this might mean for the industry, some believe it will
have little to no effect.
"I don't believe the vast majority of consumers have any clue who
Pilkington is and who owns them and what that means," says Neil
Duffy of Auto Glass Menders in San Jose, Calif. "It is sort of a
black-and-white market at present. There are those who want the
'same glass as what is now in it' and that means it has to look
the same and say the same thing."
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