Ramirent makes branding shift towards added services

By Murray Pollok28 February 2014

Ramirent is to “reposition its brand” to focus on the knowledge and expertise offered by its employees and promote the idea that it offers more than just products for rent.

Under the brand ‘Ramirent is more than machines’ it will promote the additional services that it provides in helping clients plan their projects. Around a third of its revenues are already generated by non-product rentals, including insurance, logistics and training.

Franciska Janzon, senior vice president of marketing and communications at Ramirent, told IRN that the new emphasis was part of a process that had been ongoing for several years; “What we really want to do is focus on our people, their education and training. It sounds obvious, but it now has a much higher priority.”

She said focusing on value-added services would also help the company improve its profitability; “Our priority is also to protect the pricing, and be able to really give value to our customers, to defend value-backed pricing. This is very important for us as a group.”

Magnus Rosén, Ramirent’s CEO, said Ramirent’s yellow and blue identity was known all over its territories, but people do not necessarily know all the company stands for; “The repositioning is a statement that Ramirent is a company in transition. We are continuously improving our rental offering through better equipment, service and sharing knowledge that will contribute to a better future for our customers, our staff and the community”.

Ramirent’s previous brand slogan was Ramirent: Let’s Solve It.

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