Sanitaryware, tiles and sinks manufacturer Rak Ceramics has announced the repositioning of its corporate brand identity, which it claims will “unify all of its global subsidiaries”.
The rollout is effective immediately in the UAE, with subsidiaries expected to adopt the new identity throughout 2017.
Rak said the repositioning is ‘one of many’ initiatives to help the company achieve its vision of becoming the leading ceramics lifestyle solutions provider globally.
The announcement was made at Cersaie, the largest international ceramics exhibition, which takes place annually in Bologna, Italy.
Abdallah Massaad, RAK Ceramics’ chief executive officer, said: “The unveiling of our new brand identity is part of our Value Creation plan, which was launched in 2014 and designed to improve integration across the business; streamline our distribution networks and unify our brand globally.
“RAK Ceramics has 25 years of ceramics’ expertise. It is this experience, our wide product range, strong focus on innovation and continued commitment to delivering high quality products, which are the four main pillars upon which our new proposition is based. Our products are already featured in some of the most iconic buildings around the globe and the launch of our new brand identity reflects our aspirations to become the leading ceramics lifestyle solutions provider in the world.”