TOKYO--(BUSINESS WIRE)--Hitachi Metals, Ltd. (TOKYO:5486)(ISIN:JP3786200000) will reconfigure
the Yasugi Specialty Steel brand in our specialty steel business and
will communicate this and expand sales directed at global growth from
October 2015 onward.
We will enhance the value of the brand by
providing solutions to customers and communicating the value and
innovativeness of Yasugi Specialty Steel and clearly spelling out the
value and potential that it provides to customers so that Hitachi Metals
will be chosen as the “first partner” by customers worldwide.
|
[Brand Statement] |
| YASUGI SPECIALTY STEEL |
| OUR HERITAGE,YOUR ADVANTAGE |
| OUR HERITAGE |
| By OUR HERITAGE, we mean the unique manufacturing wisdom and technology |
| that Yasugi Specialty Steel has inherited over many generations, |
| and that is the basis on which we will develop into the future. |
| YOUR ADVANTAGE |
| By YOUR ADVANTAGE, we mean our determination to use our |
| technologies, products and solutions to bring value, innovation and |
| growth to our customers all over the world. |
1. Vision Targeted by Rebuilding the Brand
Our goal is to achieve
global growth of our specialty steel business by developing a growth
strategy in components for aircraft and power plants as the next
cornerstone of business in addition to tool steel, industrial materials,
and electronics. One of the main steps we are undertaking to achieve
that is to expand sales of tool steel in the European and American
markets. The brand strategy is a particularly important means to achieve
that.
The new brand statement declares that we will provide value
to customers that is completely different from that provided by other
companies, and the differentiated brand will be an important means for
increasing the level of name recognition in the global market. We have
therefore engaged in repeated discussions from the perspectives of the
market, our customers, and the company in formulating the brand. The
brand clearly delineates the spirit of “Integrity creates beautiful
steel,” the motto of the Hitachi Metals Yasugi Works, which we have
fostered over many years, the will incorporated in that, and the
determination to provide value to our customers. It does not constitute
a simple change in the logo design; it will serve as the banner under
which we will foster trust in the tool steel of Hitachi Metals.
The
basic value of Yasugi Specialty Steel which lives, not only in tool
steel, but in an extensive array of products, is that it remains
unaffected by changing times and trends. We will weave that sense of
value and principle into the actions of each and every person as we
rebuild the brand anew, and will strive to earn the trust of our
customers and to increase that value.
2. Future Expansion
From October 2015 onward, we will redesign the
brand logo, and update the catalogs, advertising, and other forms of
communication media to align these with the brand image. We also plan to
build a website for the specialty steel business by the end of 2015.
The
Surface Modification Group, which is the R&D production location for
tool steel surface treatment technology (Matsue, Shimane Prefecture),
will be reformed as the “Solution and Engineering Center,” and used as
the location for embodying the value of Yasugi Specialty Steel. We will
offer, not only quality, but solutions that will help to meet the many
needs and resolve the many issues of the finished products produced by
our customers.
We will continue to galvanize business activity in the global market and enhance the brand value so that we will be chosen as a “first partner” by customers worldwide.
| Yasugi Specialty Steel is the world’s leading specialty steel manufacturer in a wide range of markets, including tools and cutlery, razor blades, automotive parts, electronics, and components for aircraft and power plants. |
| We are continually refining our technological prowess and practical wisdom, building on the tradition of Tatara iron-making and the 1,000 year old craft of “Wako,” to create unique and innovative solutions for all our customers. |
| Our Heritage, Your Advantage: Shaping global innovation from a unique Japanese tradition. Each one of us is a vital part of a Japanese global brand. As long as we understand and share the visions of our customers, and develop new ideas that bring those visions to life, customers will always select us as their partner of choice. |
