Dometic Group unveils new branding
By IBI Magazine
One year after Dometic Group created its marine division Dometic Marine, the company has unveiled new branding for its portfolio of companies, reflecting it says its commitment to its brands. According to a statement released by Dometic, individual product brand logos are now enhanced with a 'by Dometic Group' byline to create a strong, corporate statement while still retaining their core values.
Frank Marciano, president of Dometic Marine commented: "Last year was a year full of changes, challenges and opportunities for Dometic Marine and we took the opportunity to review the business from the inside out. At a global corporate level it was also acknowledged that divisions such as Dometic Marine could benefit from the profile, backing and global strength of the Dometic Group name."
"This re-branding sends a clear message to the industry and the boating fraternity at large of our commitment to our individual marine brands. Together our five brands have nearly 220 years of history. They are all steeped in heritage and quality and reflect years of goodwill and status within the marine industry so it was vital that such recognition and status was preserved. The newly launched logos clearly position our prestigious marine brands as part of the global Dometic family yet safeguard their own values and reputation.'
The new logos will be seen on all print, marketing and packaging and make the buyer aware of the heritage and substance of the brands.
Dometic Marine's current product brands include three well-known air conditioning brands; Cruisair, founded in the US by Jere Crews in 1959, Italian firm Condaria created in 1965 and Marine Air started in the US in 1977. Sanitation brand SeaLand was formed in 1984 although its VacuFlush technology was originally invented in 1969.
Specialist mobile refrigeration, power supply systems and accessories brand WAECO was founded in Germany in 1974.
(15 March 2010)
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