During 2012 LKAB revised its brand and nearly all of the company's subsidiaries have changed their names. Now, the last of them is joining the fold. Welcome, LKAB Minerals!
"LKAB's subsidiaries play different roles, but all within the same value chain. We want everything good we do to be associated with LKAB. By renaming the companies with names that are prefixed with LKAB, they are clearly recognised as belonging to the LKAB Group," explains Ingela Olsson, brand manager.
Last in line is Minelco, which as of today, 1 July, will be known as LKAB Minerals. The entire LKAB family is thereby gathered under a common brand.
What does the name change mean for you?
"LKAB Minerals upgrades minerals and creates new business opportunities by offering mineral products that are customised for industrial applications. We have recently produced a new strategic plan that is aligned with LKAB's ambitious growth plan. Taking the next step, now as LKAB Minerals, will be advantageous for us and for the entire LKAB Group. We are convinced that this is the right time to build a strong global brand, together," says Bob Boulton, President of the LKAB Minerals group.
Many products from LKAB Minerals bring environmental benefits that are fully in line with LKAB's expressed ambition to contribute to sustainable development.
"They are known for their expertise in upgrading minerals for different application areas and their operations give LKAB greater recognition internationally, in terms of both business and career opportunities. This contributes to LKAB's attractiveness. In many ways, today, we've come full circle, since Minelco once began as a business area within LKAB's Sales Division. The name Minelco stands for 'minerals from LK (AB)', where the last two syllables mimic the Swedish pronunciation of the letters L and K,” explains Ingela Olsson.
The journey continues. Branding is a process that never ends.
"It is essential that we all share the same values and that we work to achieve common goals. This is how we support the creation of a strong brand and a company that people want to work for," says Ingela Olsson.
Bob Boulton, President of the LKAB Minerals group.
By renaming the companies with names that are prefixed with LKAB, they are clearly recognized as belonging to the LKAB Group.
TEXT: JOHANNA FOGMAN
PHOTO: HENDEN WEDDINGS