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7/22/24, 10:32 AM Rebranding success in logistics
Why rebrand?

As market dynamics evolve, logistics companies may find it necessary to reposition

themselves to remain competitive. This often involves shifting the company’s market
focus, such as moving from a regional player to a global contender. Rebranding allows
companies to effectively signal these strategic shifts to their stakeholders.

Over time, logistics companies often expand their service offerings and capabilities. A

rebrand can help to communicate these new services and innovations to the market.

As logistics companies grow, aligning with global standards becomes crucial to
ensuring consistency and quality across different markets. Rebranding can help align

the company’s identity with global best practices, making attracting international
clients and partnerships easier.

In a highly competitive industry, maintaining a positive brand perception is vital.

Rebranding can rejuvenate a company’s image, making it more relevant and appealing
to modern customers. It can also help shed any negative perceptions associated with
the old brand.

Rebranding can also be a strategy to capture new markets and customer segments. By
updating their brand identity, logistics companies can appeal to a broader audience
and differentiate themselves from competitors. This approach is critical in regions like

the Middle East, where the logistics sector is rapidly expanding and diversifying.

Case studies of successful rebranding

Emirates Post Group underwent a significant rebranding earlier this year to reflect its

commitment to innovation and customer-centric services, emerging as 7X. The
transformation aimed to modernise the company’s image, align with digital

transformation trends, and better serve its customers’ diverse needs. The rebranding
included a new logo, revamped service offerings, and an enhanced digital presence,
positioning 7X as a forward-thinking leader in the logistics sector.

Noatum Logistics is a prime example of successful rebranding in the logistics industry

in the Middle East. Formerly known as MICCO Logistics, the company was rebranded
after AD Ports Group’s acquisition. This rebranding was a strategic move to integrate

MICCO’s regional strengths with Noatum’s global network and capabilities. The
rebranding highlighted Noatum’s comprehensive service offerings, which include

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