RAK Ceramics presents rebranding strategy at Cersaie
Multinational RAK Ceramics, one of world’s largest ceramic manufacturers, with 17 production facilities, recently announced the launch of its new brand and the merger of all its subsidiaries worldwide.
The new strategy comes into effect in the United Arab Emirates immediately, and will be extended to the other group companies over the course of 2017. The rebranding process is part of a programme of initiatives developed by the Group with a view to expanding Rak Ceramics on a global scale and stepping up its coverage as an undisputed market leader.
Rak presented the plan at Cersaie 2016, the ceramic industry’s foremost trade show, where the new Rak logo made its début at the company’s stand. The logo clearly represents Rak’s vision and mission – “Room for Imagination” – which was also highlighted by the company’s products, including Maximus Mega-Slab, the largest porcelain panel manufactured in the MENA area (Middle East & North Africa).
In his inauguration speech at the Bologna-based trade show, CEO Abdallah Massaad announced: “RAK Ceramics has 25 years of experience in the ceramic industry. Alongside our wide product range, focus on continuous innovation and commitment to the highest quality, this experience is one of the four pillars that underpins our vision. Our products, which already feature in some of the most architecturally significant buildings, and the launch of our rebranding strategy, reflect our ambition to become the world’s leading manufacturer of lifestyle solutions.”
Andrea Mensitieri, VP Marketing and Product Development at RAK Ceramics explained: “For Rak Ceramics, Cersaie 2016 marks the first stage of a new journey, which we embarked on in 2015 with a major rebranding plan. We are now extending this with a global campaign, a new logo, new showrooms, new marketing tools and a new approach to the development and promotion of our latest collections among influencers and trade professionals, to whom we are presenting ourselves as a worldwide brand leader in lifestyle solutions.”
“Room for Imagination is the claim of this campaign, aimed chiefly at discerning designers and consumers on the look-out for the ideal way of bringing their concepts of living-space to life,” added Marco Borghi, Senior Product Communications Manager. RAK Ceramics pushes back the boundaries of imagination through innovation, quality, a varied product range and long experience in developing some of the most iconic projects in the world. We have planned a media mix on an international scale, but with close attention to benchmark vertical titles in each target country, aimed at professionals who design and execute their works on a global scale.”
Concurrently with Cersaie, the Group held a special event on 27 September, in the magnificent Salotto Boschi in the heart of Bologna, to present the renowned brand to stakeholders.