Danfoss India, a global leader in the climate and energy solutions space, has just unveiled its new branding strategy “Engineering Tomorrow”, which will include significant investment in sharpening its brand profile and is in line with its global repositioning.
Under the new branding philosophy, the company will throw light on the importance of its engineering in bringing about a change in the living standards of people through the tremendous impact its technologies will make in creating the future.
This new rebranding initiative will entail a shift from its initial positioning, making modern living possible to a more futuristic promise of Engineering Tomorrow. This will sharpen Danfoss’ global focus towards four growth themes, which are infrastructure, food, energy and climate. With more than half the population living in cities, there is tremendous pressure to create new infrastructure to accommodate the burgeoning numbers.
Danfoss looks at improving the existing infrastructure by making it more energy efficient, thereby saving energy and ensuring optimum use of infrastructure for the cities of tomorrow.
When food is harvested or fished from the sea, the company’s innovative technology controls the temperature and monitors the refrigeration in cold chains, plants, distribution centres and supermarkets. This saves energy and CO2, keeps costs down, minimizes food loss and improves food quality. While meeting the global climate challenge, Danfoss products also contribute to productivity and well-being by optimizing heating, ventilation and air-conditioning systems to suit individual needs and lifestyles.
Speaking about the global shift in positioning, Mr. Ravichandran Purushothaman, President, Danfoss India, observed: “The fuel of tomorrow is everything we can save today. Our new brand promise reflects our sharper focus in delivering technologies today that help save energy in farm-to-fork models and smart cities of tomorrow.”
In line with its global Core and Clear approach, Danfoss’ repositioning is strongly interlaced with its India Growth Strategy. Danfoss engineers technologies that enable the world of tomorrow to do more with less in the growth areas like infrastructure, food supply, energy efficiency and climate-friendly solutions.