Astana, Kazakhstan, Dec. 8
By Daniyar Mukhtarov - Trend:
The "umbrella" brand of the group of companies KazMunaiGas - Processing and Marketing (KMG-PM) was created in accordance with the decision of the KMG-PM Board dated November 22.
It united its main subsidiaries - LLP Atyrau Oil Refinery, LLP Pavlodar Oil Chemical Plant and JSC KazMunaiGas Onimderi under KazMunaiGas logo, the company said on Thursday.
As international practice shows, many leading oil and gas companies unite subsidiaries under "umbrella" brand. Creation of a single, strong and recognizable corporate brand is considered as an important factor for business capitalization growth by introducing a single corporate culture in all subsidiaries.
The "umbrella" brand is a necessary condition to strengthen the market positions inside the country and for successful joining the external markets. The single brand will also allow focusing on promotion of a single brand and optimizing expenses for PR and advertisement in the group of companies KMG-PM.
So far, the subsidiaries, included in the group of companies of JSC KazMunaiGas - PM, were not recognized as a single brand. Each company had its own logo, which significantly differed from logos of KMG-PM and KazMunaiGas national company. The different fonts, languages, colors and graphical elements were used.
When rebranding the subsidiaries and associates of company, the logo of KazMunaiGas national company was taken as a basis. It is written at the state language, under which the name of the subsidiary is written by using smaller font at the state language.
"Our refineries due to various reasons, including historical, have worked under different logos for a long time," Director General (Chairman of Board) of JSC KazMunaiGas - Processing and Marketing Daniyar Tiyessov said. "In accordance with the development strategy, our vision of JSC KazMunaiGas - Processing and Marketing is a downstream subdivision of KazMunaiGas national company, holding strong positions on the Kazakh domestic market, managing the modernized oil refining assets and oil product sale channels. It is obvious that the work of the entire group must be consolidated. We must and we will work under a single "umbrella" brand of KazMunaiGas national company."
At present, KMG-PM covers all fields of oil refinery and marketing in KazMunaiGas group. The company's focus shifted from oil trading operations to oil refinery and oil and oil products marketing with domination of tasks on production of quality oil products for the Kazakh domestic market.