Rainbowco strengthens Genma: Revolution in the brand strategy!

Rainbowco strengthens Genma: Revolution in the brand strategy!

Damietta, Ägypten - rainbowco (SZ002483), a leading company in the manufacture of high-end devices, announces that it is making a significant update of its brand strategy. This change comes into force on September 1, 2025 when the previous common brand Genma-Kalmar is renamed the standardized brand Genma. The aim of this renaming is the creation of a clearer global brand identity and the improvement of the synergies with the Koch brand, which was taken over by Rainbowco in 2019.

rainbowco offers three core brands under which Genma provides five key solutions for high-end devices. These solutions include leverage solutions for shipyards, material warehouse and workshops, maritime lever solutions, solutions for bulk envelope, terminal cranes and multifunctional highly efficient material covering devices. In addition, Genma-Kalmar specializes in RTG, RMG and STS technologies for global container ports, with a transition to the Genma brand, which was also carried out in September 2023.

integration and expansion

The integration of the bulk and mining equipment of Flsmidth in 2023 strengthens Koch into a comprehensive solution provider. Susan Zha, managing director of the SGE Terminal Container Handling Solution, emphasizes the central importance of this brand upgrading for future operating results. Martin Wu, CEO of Rainbowco, confirms the company's commitment to the development and expansion of high-end devices as well as the expansion of production and assembly capacities.

Rainbowco, which was founded in 2003, currently has five production locations and employs over 3,600 people worldwide. With a forecast increase in sales of over $ 1 billion for 2024, the company shows a significant growth dynamics. For the TOC Europe 2025, which will take place from June 17th to 19th, 2025, Rainbowco invites partners to participate in order to present the latest developments at their Stand Genma Solutions_J18.

brand strategic considerations

An effective brand strategy is crucial for positioning and building a brand. It includes central instruments such as brand positioning, target group analysis and developing a clear brand promise. Such a strategy is not only important for internal identification, but also helps to define the brand image in public.

The brand identity is to be strengthened by integration of necessary elements such as brand name, logo and color worlds. A clear communication strategy plays a central role in brand management and should be continuously monitored. A strong brand strategy can significantly increase the effectiveness of any marketing activities and build up a sustainable trust and loyalty to customers.

The upcoming changes and extensions at Rainbowco should not only increase the visibility and influence of the Genma brand, but also improve the general market position in the field of high-end solutions for material envelope. Rainbowco is facing a new phase of brand development.

summarized it is shown that Rainbowco, with this strategic realignment and integration of brands and solutions in the industry, dares a clear step towards the future and aims to continue growing through consistent brand identity and design.

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