conclusion of our structural transformation in 2007 prompted us to
rethink the Transnet brand. The main intention of the transformation was
to achieve a coherent set of business units and operations that could
fun-ction together effectively. Having achieved this aim, we wanted to
give content to this new integrated operation illustrating our new unity
with a new branding system.
The intention was to create both a main brand and a set of sub-brands
and the appropriate architecture to give content to the philosophy of
“One Company, One Vision”. The intention is also to align our corporate
identity with our business strategy. Consequently, to confirm our
realignment, we have rebranded from being a multi-brand organisation
into a single, overarching “monolithic” Transnet brand, with our
divisions adopting related, sub-brands brands.
To guide and inform our decisions on the rethink of the brand,
independent research was commissioned to canvass the views of various
stakeholders, including our customers and employees. This research
- The name Transnet should be retained and
- Transnet should refresh its brand image to reflect:
- Customer focus;
- Reliability and flexibility;
- Cost-efficiency and competitiveness;
- Improved communication and divisional alignment; and
- An integrated solution of bulk freight transportation.
Therefore, the rejuvenation of the brand is designed to optimise
the equity embedded in the Transnet brand but also communicate the
revitalisation of the Company, its new corporate structure, its
people and our emrging service culture.
Refreshing the brand also provided with an ideal opportunity to
communicate the repositioned Transnet – a business-to-business
player – and will enable the entities we no longer own to be
positioned within the strategies of new owners.
Following the monolithic brand route, we have done away with the
old semi-autonomous and fragmented structure and replaced it with a
single, integrated one.
All the sub-brands contain the same tagline. Previously we had been using
“delivering on our commitments”, and whilst this remains relevant, we wanted to
emphasise our commitment to you, our stakeholders- our customers, employers,
shareholders, the communities in which we operate.
Accordingly our new tagline is “delivering on our commitment to you”.
The rebranding signals the change in the direction and focus of the
business. It’s more than a name change - it communicates the progress in
its transformation and explains the essence of the new Transnet.
Transnet is currently made up of
- Transnet freight rail (formerly Spoornet)
- Transnet rail engineering (formerly Transwerk)
- Transnet national ports authority (formerly the NPA)
- Transnet port terminals (formerly SAPO)
- Transnet pipelines (formerly Petronet)
All the sub-brands contain the same tagline. Previously
we had been using “delivering on our commitments”, and whilst this
remains relevant, we wanted to emphasise our commitment to you, our
stakeholders- our customers, employers, shareholders, the communities in
which we operate.