Anglo-Dutch consumer products giant Unilever has unveiled a new corporate identity and slogan that feature on all of its brands in China.
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The new identity positions the Unilever ‘U’ inside a picture of a home, and carries the slogan “Where there is home, there is Unilever.”
The move to create a specific separate corporate identity for one region of the world is a first for a global company. Unilever is taking steps in the Asia to strengthen its market presence alongside other global players, Proctor & Gamble and Nestlé.
The company’s portfolio of products, which includes food brands, has enjoyed buoyant sales figures in China compared to a weakening demand elsewhere. Some of the sectors the company plans to concentrate on include tea and other beverages, margarines and spreads, ice cream and health products.
Paul Neely, corporate development director of Unilever (China) Limited, said the change of logo in the country reflected that the company had recognized the need to make itself relevant to consumers in China.
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By GlobalData“Every single day, when our consumers – in China there are about 300 million families – go into stores and make a choice between our products, P&G’s and other products, we have to ensure, via price, affordability and the company behind the products, that consumers will choose ours,” he said
The company plans to list on China’s A-share market as a further commitment to the Chinese market.
