Follow Us on Google
By Chinwendu Obienyi
Berger Paints Nigeria Plc has launched a new logo in a bold move to reposition for global competitiveness, increase earnings and boost shareholder value. 
The soft launch was held at the firm’s training centre Wednesday at Ikeja, Lagos with some members of the company, Board of Directors, representatives of the shareholders and senior staff present.
The new brand identity stemmed from a comprehensive market research which revealed that 70 per cent of Berger Paints’ customers were seeking a deeper brand connection. The new logo also came with an improved tagline which read: Experience your world in colour”.
Speaking at the event, the Chairman, Abi Ayida explained that the logo change was consistent with the future that the firm was envisioning.
“Just like everything in life, there is a time when you refresh, modernize and update. It is the same way we do as human beings. I think there is also a natural lifespan in the company’s image and its identity and touchpoint. We have thought long and hard and we are coming out of a difficult recent past globally and a lot has changed. The demography of our stakeholders are changing and we want that updated in a more memorable way. More than anything, we want to reduce the uncertainties.
The government should create an operating environment that removes uncertainties for manufacturers. This will enable us to plan. We want to be able to operate within an environment without huge shocks to the system” Ayida said.
Speaking on the kind of support they would require from the government, Ayida said a predictable business environment would be the best while adding allowing businesses to have some form of certainty would help them plan better and penetrate the market much better.
Also speaking at the event, the Managing Director and Chief Executive Officer, Alaba Fagun, revealed that the paint firm was repositioning itself to take over the African market.
“Berger Paints has been in existence for over 60 years. We are at the top of it as a frontline indigenous company. We produce our paints here, we do not import it. In making our paints, we look at the terrain, the atmosphere and all the different peculiarities you would get in Nigeria to produce our paints. We want to be the top paint manufacturing company in Africa, whilst attracting young customers. Our target market has reduced from 60 to 35 years and this brand identity will speak to the market”, Fagun said.
