- Home /
- About us /
- Who we are /
- Branding
One group, one brand
Bobst Group is organized into 3 business units: Sheet-fed, Web-fed, and Services. From 2012, the activities of these business units are united under one brand: BOBST
The logo is a natural evolution of our well established BOBST logotype and of the globally introduced Group symbol, the red square.
Strategic consolidation
The packaging industry is growing globally due to the increase in consumption among emerging countries. New technologies and globalization push forward the need for investment and innovation. These tough market conditions require a fit and strong organization. Bobst Group has therefore launched a comprehensive Group transformation program. An important part of this strategic initiative is the consolidation of the historically grown brand portfolio under one single brand: BOBST.
Positive image transfer
For decades, the BOBST brand has been a byword for premium products in the folding carton and corrugated board industries. With the acquisition of further renowned brands both in these industries and in the flexible materials area, BOBST now has an excellent reputation in all three industries.
The time has come to capitalize on this positive image transfer and to combine all of the Group’s products and competencies under one strengthened BOBST brand.
Benefits on three levels
Clarity for customers
In the future, all products will be marketed under the BOBST brand, with the BOBST logo used exclusively for branding activities of the Bobst Group and its affiliates.
Former company brands such as Asitrade, Martin, Fischer & Krecke, General, Rotomec, and Kochsiek will remain present as product line names.
The unification of the brand structure will help to clearly communicate the product portfolio to customers. At the same time it will allow BOBST to rationalize its marketing and communication approach by delivering a single message to the market.
The organizational structure of the Bobst Group, the legal name of Bobst Group SA and the legal entities of the Group companies will remain unchanged. Eterna and Brausse, well known in China, will continue to use their own brand names.
Strengthening the organization
Branding is more than a marketing tool.
BOBST has taken the conscious decision to also strengthen and consolidate its internal organization, and to encourage teams all over the world to engage themselves in pursuit of a common goal.
Investing in a coherent branding solution shows a sign of confidence.
The united and refreshed look signals a strong belief in the potential of Group companies and a commitment to success and technical leadership.
Increasing communication efficiency
Bringing all marketing activities under one brand will consolidate Group companies’ strengths.
By reducing the brand portfolio, the Bobst Group will significantly save on costs, will facilitate implementation, and increase impact.
In the future, all budgets spent on marketing and communication will be focused on one single brand. This will not only be more economical than maintaining eight different brands with eight different visual identities, it will also lead to a focused perception in the market.
Each branded touch-point will be attributed to BOBST, thus establishing a singular market presence and maximizing the image transfer between all the communication activities of the Group.