Danfoss Develops New Global Brand Position
Danfoss, a world-leading supplier of technologies for refrigeration, air conditioning, heating, motor control and mobile machinery, will launch a new global brand profile on September 15 under the headline, ‘Engineering Tomorrow’.
Today, Danfoss enjoys a strong business position within several important growth areas, delivering innovative products that help make a big difference for the citizens and communities of the future – in terms of sustainable infrastructure, food supply, energy efficiency, and climate-friendly solutions. With Engineering Tomorrow Danfoss will ensure that the company’s position in the market stands out.
“I am very happy to share our sharpened profile which enables Danfoss to move to our mission of Engineering Tomorrow. Our customers here in Asia Pacific have also been involved in the process and with a sharpened profile we will continue to make a difference in the areas of infrastructure, food supply, energy efficiency, and climate-friendly solutions. We will grow our business by continuing to provide more advanced solutions for the future needs of modern societies and from Asia Pacific’s point of view this is part of our regional development agenda. I look forward to delivering the fruitful results together with the Asia Pacific team,” says Asia Pacific president Ted Wen.
The new global brand position has been developed after a thorough process, where Danfoss has asked existing and potential customers throughout the world about their perception and expectations to Danfoss now and in the future. Based on these insights, the Engineering Tomorrow concept has been developed and now the company is ready to present this to the market.
Danfoss’ new brand concept is closely in line with the group’s strategy, ‘Core & Clear’, which was introduced in 2010, and in the present phase is focused on accelerating profitable growth. In addition to several activities in Danfoss’ largest markets, the corporate site danfoss.com will be re-launched to reflect the new brand. Also, Danfoss’ aspiration for ‘Engineering Tomorrow’ will be illustrated in a new corporate movie directed by the Cannes-winning director, Christoffer Boe.