RAINBOWCO strengthens GENMA: Revolution in brand strategy!

RAINBOWCO strengthens GENMA: Revolution in brand strategy!

RAINBOWCO (SZ002483), a leader in high-end appliance manufacturing, announces that it is making a significant update to its brand strategy. This change will come into effect on September 1, 2025, when the previous common brand GENMA-KALMAR will be renamed to the unified brand GENMA. The aim of this rebrand is to create a clearer global brand identity and improve synergies with the KOCH brand, which was acquired by RAINBOWCO in 2019.

RAINBOWCO offers three core brands, under which GENMA provides five key solutions for high-end devices. These solutions include lifting solutions for shipyards, material warehouses and workshops, maritime lifting solutions, bulk material handling solutions, terminal cranes and multifunctional high-efficiency material handling equipment. In addition, GENMA-KALMAR specializes in RTG, RMG and STS technologies for global container ports, with a transition to the GENMA brand also completed in September 2023.

Integration and expansion

The integration of FLSmidth's bulk materials and mining equipment in 2023 strengthens KOCH as a comprehensive solutions provider. Susan Zha, Managing Director of SGE Terminal Container Handling Solution, highlights the central importance of this brand upgrade for future operating results. Martin Wu, CEO of RAINBOWCO, reiterates the company's commitment to developing and expanding high-end equipment as well as expanding production and assembly capabilities.

Founded in 2003, RAINBOWCO currently has five manufacturing locations and employs over 3,600 people worldwide. With a forecast increase in sales of over $1 billion for 2024, the company is showing clear growth momentum. For TOC Europe 2025, which will take place from June 17th to 19th, 2025, RAINBOWCO invites partners to participate 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 tools 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 to the public.

The brand identity should be strengthened by integrating necessary elements such as the brand name, logo and color schemes. 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 activity and build lasting trust and loyalty among customers.

The upcoming changes and expansions at RAINBOWCO are intended to not only increase the visibility and influence of the GENMA brand, but also improve the overall market position in the field of high-end material handling solutions. RAINBOWCO is now entering a new phase of brand development.

In summary, it can be seen that with this strategic realignment and integration of brands and solutions in the industry, RAINBOWCO is taking a clear step towards the future and aims to continue to grow through consistent brand identity and design.

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