RAK Ceramics presents rebranding strategy

Multinational RAK Ceramics, one of world’s largest ceramic manufacturers, recently announced the launch of its new brand and the merger of all its subsidiaries worldwide. The new strategy comes into effect in the United Arab Emirates immediately, and will be extended to the other group companies over the course of 2017. The rebranding process is part of a programme of initiatives developed by the Group with a view to expanding Rak Ceramics on a global scale and stepping up its coverage as an undisputed market leader.

RAK presented the plan at Cersaie 2016 where the new Rak logo made its début at the company’s stand. The logo clearly represents Rak’s vision and mission – “Room for Imagination” – which was also highlighted by the company’s products, including Maximus Mega-Slab, the largest porcelain panel manufactured in the MENA area (Middle East & North Africa).  Concurrently with Cersaie, the Group held a special event on 27 September, in the magnificent Salotto Boschi in the heart of Bologna, to present the renowned brand to stakeholders.

 In his inauguration speech at the Bologna-based trade show, CEO Abdallah Massaad announced: “RAK Ceramics has 25 years of experience in the ceramic industry. Alongside our wide product range, focus on continuous innovation and commitment to the highest quality, this experience is one of the four pillars that underpins our vision. Our products, which already feature in some of the most architecturally significant buildings, and the launch of our rebranding strategy, reflect our ambition to become the world’s leading manufacturer of lifestyle solutions.

• Read the complete interview with Abdallah Massaad published on Ceramic World Review n.118/2016