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DP World rebranding underway

In a bid to highlight its increasing global network, DP World will re-brand P&O Ports

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In a bid to highlight its increasing global network, DP World will re-brand P&O Ports and update the branding of its remaining marine terminal businesses.

The decision to re-brand the terminals was taken by the company’s Board after an independent audit amongst customers, partners and employees.

“The re-branding will take place in all wholly-owned marine terminals where appropriate,” confirmed Jamal Majid Bin Thaniah, group CEO of Ports & Freezone World (P&F World), which oversees DP World and the other P&O branded businesses. “P&O Ferries, P&O Ferrymasters, P&O Maritime Services and P&O Estates brands will continue as before.”

The P&O Ports business was acquired when DP World purchased P&O Group in March. The terminals will be branded to reflect their geographical location, although the corporate DP World identity will remain unchanged.

“Our aim has always been to build one integrated marine terminal organisation that will excel in the service it provides to customers worldwide. The brand review told us that the organisation should operate under a single brand, and our customers and employees were extremely positive about DP World, with its strong reputation for service and quality, being the right brand to take us forward in the future,” said Mohammed Sharaf, CEO of DP World.

The rebranding will begin to be rolled out immediately, and will be completed by end of March 2007.

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