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Belgravium announces major re-brand

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Belgravium announces major re-brand

Belgravium announces major re-brand
October 16
10:54 2012

Belgravium Ltd., the provider of mobile computing solutions to the warehouse, transport & logistics market, has announced the commencement of a significant re-brand initiative.

The company has grown consistently in revenue terms and can list many blue-chip organisations from the logistics and manufacturing sectors amongst its client base. The company is a wholly owned subsidiary of Belgravium Technologies plc. Other companies within the group, such as TouchStar Technologies (Manchester) also focus on mobile computing solutions and it is this overlap of activities that provides the major catalyst for the re-brand exercise.

Belgravium Technologies has several successful brands within its current portfolio but research conducted in 2011 amongst the existing and potential client base indicated a degree of confusion regarding the multiple branding strategy. Belgravium senior management deemed the issue sufficient to warrant an investigation of re-brand options and the decision was made to adopt the ‘TouchStar’ brand name to underpin all future activities within the logistics and transportation markets for both the Bradford and Manchester-based businesses. The ‘TouchStar’ brand has been utilised for over two decades to promote the organisation’s mobile in-vehicle, tracking and telematics solutions and was favoured primarily because of the level of global recognition it already enjoys.

As of 1 January 2013, ‘Belgravium Ltd’ will transfer to and trade as ‘TouchStar Technologies Ltd’. Mark Hardy, Group Managing Director of Belgravium Technologies elaborates: “The fundamental motivation behind the re-brand initiative is to provide greater clarity of our overall group structure, and the specialisms therein, to our prospective client base. Existing clients can be reassured that the new marketing strategy has not been accompanied by any personnel changes and the staff who have served our logistics client base so effectively over three decades are still in situ. Normal service will be maintained! That said, the re-brand exercise also provides an excellent opportunity for us to extend the profile of the group to wider geographies. ”

The switch to the new ‘TouchStar Technologies’ brand will not officially commence until 1 January 2013.

In conclusion, Mark Hardy stated: “As we operate within a fast moving marketplace, our strategies to address and exploit emerging commercial opportunities will continue to be dynamic. The re-brand activity is a significant component within a number of fresh strategic initiatives which will help us consolidate our position in existing core markets and push into new ones.”

TouchStar Technologies provide sophisticated mobile computing solutions for a diverse range of markets, including warehouse & logistics, transportation & fleet management, field service and fuel distribution. Further details can be found at www.touchstar.co.uk

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