Singapore, 30 May 2018 – ST Engineering today announced that it is undertaking a group-wide branding exercise to firstly, adopt a single brand approach by harmonizing all its corporate brands by using “ST Engineering” as a masterbrand, and secondly to align the nomenclature of its subsidiaries’ company legal names with that of “ST Engineering”. The brand harmonization and alignment of company legal names will take effect from 1 June 2018 in a phased approach.

The brand harmonization will help drive higher brand visibility and position the Group for greater commercial impact and marketing presence as it expands into new global markets and industry segments. 

“A single brand approach is as important a strategy as innovating or creating new products or solutions,” said Mr Chew Men Leong, Chief Marketing Officer, ST Engineering.  “With two-thirds of ST Engineering’s growth over the next five years projected to be from overseas, uniting all our corporate brands into a masterbrand will enable us to leverage scale and enhance competitiveness, and at the same time help cement the reputation of the Group as a global technology, defense and engineering group.”

The brand harmonization will first cover ST Engineering subsidiaries in Singapore and all its global subsidiaries in the Aerospace sector, followed by other overseas companies.  The corporate brands of ST Aerospace, ST Electronics, ST Kinetics and ST Marine will be dropped as they take on the masterbrand with sector descriptors of Aerospace, Electronics, Land Systems, and Marine respectively.

On company legal name change, the holding companies of these four business sectors will be the first to adopt “ST Engineering” into their existing company legal names.  

The alignment of the company legal names of other local and overseas subsidiaries with the ST Engineering brand will be done progressively from 1 June 2018 onwards.

The brand harmonization and company legal name change of the affected entities will not impact any existing contracts, rights and obligations of the parties under these contracts.

ST Engineering is a global technology, defense and engineering group specializing in the aerospace, electronics, land systems and marine sectors. The Group employs about 22,000 people across offices in Asia, the Americas, Europe and the Middle East, serving customers in more than 100 countries. Its employees bring innovation and technology together to create smart engineering solutions for customers in the defence, government and commercial segments. Headquartered in Singapore, ST Engineering reported revenue of S$6.62b in FY2017 and it ranks among the largest companies listed on the Singapore Exchange. It is a component stock of the FTSE Straits Times Index, MSCI Singapore and the SGX Sustainability Leaders Index. Please visit for more information.

Media contacts:
Lina Poa
Head, Corporate Communications & Investor Relations
Tel: (65) 6722 1883

Jeanie Lee
Assistant Vice President, Corporate Communications
Tel: (65) 6722 1683 / (65) 9105 3957

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