Page 6: Conclusion
Establishing a new company and a new brand is a massive undertaking. Its approach has proved highly successful. Today Corus is a widely recognised brand that has quickly developed a strong presence in the international metals industry. Rebranding the organisation has made it possible to open up new opportunities while building on the strengths of the past. Because developing a strong brand depends so heavily on creating appropriate perceptions, the internal and external communication exercises have been vital in quickly building up the confidence of stakeholders. Creating a consistent and well-recognised character to the company throughout the globe based on quality, performance and presentation will have beneficial results, reinforcing the ethos of ‘one company, with one name and one vision’.