Nilfisk-Advance Changes Corporate Name, Brand to Nilfisk
Nilfisk-Advance, manufacturerer of professional cleaning equipment, announced that it has changed its corporate name and brand to Nilfisk. The change is designed to create a stronger alignment with the company’s global product brands while increasing brand awareness for Nilfisk customers.
“In changing our name, we are reducing complexity in our branding and simplifying our overall brand hierarchy to make it easier to understand for our end-customers and dealers across the world,” said Jonas Persson, president and CEO of the Nilfisk Group.
According to Jeff Barna, senior general manager and president of Nilfisk-Americas, removing Advance from the corporate name and brand in no way diminishes the importance of the Advance product brand. “We will continue to leverage the strong heritage and history of the Advance, Clarke, and Viper brands as we market and sell them throughout the Americas,” he said. “This new corporate identity provides an exciting opportunity to support Nilfisk’s future market strategy and further position the company as a global market leader.”
Barna added that the change does not impact the company’s current product brands or brand names, nor the company’s go-to-market approach with dealers and end-users.
A new Nilfisk corporate visual identity will be unveiled in April; over the course of the year, Nilfisk will update websites, marketing materials, back office systems, legal conditions, etc. to reflect the change.
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