The rebranding of the CRH’s cement plants in Ukraine is connected with the revised CRH global brand structure envisaging a transition from being a holding company brand to being a global corporate brand. According to this structure, all Group operating companies operate under their local brands, demonstrating their affiliation to CRH through an endorsement line, A CRH COMPANY. This clearly illustrates one of the Group’s fundamental values – operate locally but act as one company.
“For our company, this is a historical milestone – we are setting out on a journey to build a strong national brand with its own Ukrainian heritage,” says Frederic Aubet, Managing Director CRH Ukraine. “For us, this is not just a change of the name and logo. While working on the new brand for our cement plants, we determined our mission – together with our partners, we build a reliable foundation for the sustainable development of Ukraine. At the same time, remaining a part of the CRH Group, we continue to follow the principles of sustainable development with a focus on our priorities: Health & Safety & Environment, people, business ethics and support of local communities”.
On 22 November, the new brand was officially presented to the plant teams, and communications were sent to the stakeholders; the new website was also launched at www.cemark.ua. The locations have already begun using the new logo on the documents, and over the coming months, the plants will change all signage. Starting January 2022, cement will be packaged into the bags with the new CEMARK brand.