Saudi Basic Industries Corporation (Sabic) announced a major rebranding of its product portfolio designed to increase customer value and reflect the company's global nature.

"The initiative was prompted by a recognition of the brand values that Sabic has built globally, namely excellent products, fair price and a trustworthiness as a supplier," Sabic said.

The announcement came at the start of Sabic's 25th anniversary year and was part of an overall strategy to market all products made by individual affiliates under the Sabic family name. Products across the whole spectrum of the Sabic range will receive the new branding.

Sabic's vice-chairman and managing director Mohammed Al Mady said: "There is no debate about the power and importance of brands as a means of differentiating a company from its competitors, maintaining customer loyalty and providing a focus for employees' sense of belonging. The brand represents a promise of what the organisation will provide to its stakeholders and provides a link between them.

"As the world shrinks and both people and companies become international in their thinking and their activities, success will increasingly belong to those companies with global recognition through global brands. They have a sustained competitive advantage in both international and domestic markets, over companies whose name is limited to a national boundary."

Sabic said the rebranding was designed in such a way as to complement the overall Sabic corporate identity. It utilised a strong use of colour and a distinctive design based on he Arabic letter k. The design was also flexible enough so individual products were given strong recognition through the use of specific colour schemes while maintaining the overall feel of the design.