Aussie mining giant announces first major re-brand in 16 years

Source: Xinhua| 2017-05-15 08:58:35|Editor: liuxin
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SYDNEY, May 15 (Xinhua) -- Australian mining giant BHP Billiton has announced its first major re-brand in 16 years with the company to be known as only BHP from Monday.

BHP, the world's largest mining company, adopted the "BHP Billiton" name after a merger with South Africa's Billiton in 2001.

The company has chosen to go back to its original moniker to recapture the company's status as a household name rather than being known as a multinational corporation.

The "Think Big" re-branding strategy also includes a new company logo with a bold uppercase "BHP" replacing the lowercase insignia introduced at the time of the merger in 2001.

Geoff Healy, chief external affairs officer at BHP, said the campaign would help demonstrate the important role BHP plays in the Australian economy.

"We fundamentally believe that, as society changes, it is up to us to make the case more confidently and effectively for the positive role that well-run and responsible companies play in society," Healy told the Australian Broadcasting Corporation (ABC) on Monday.

"We will take the opportunity to change our logo and move to a brand that Australians have known for generations -- BHP."

BHP, which is headquartered in Melbourne, conceded that "BHP" was "used colloquially around the world" since 2001 despite the official name.

A series of 30-second television commercials as well as print and online advertisements will be run around Australia to promote the company going back to its original name.

The re-brand comes as the company faces pressure from U.S. hedge fund Elliott International to shift its primary stock market listing away from Australia.

Scott Morrison, Australia's Treasurer, said the proposal was "unthinkable" and "contrary to the national interest."

BHP shares were worth 17.55 U.S. dollars apiece on Monday, giving the company a valuation of 87.8 billion U.S. dollars.