The US company Mars revises its brand strategy. By the end of the year it intends to approach the world market with one single name.
This means that regional used names, such as Masterfoods and
Square will disappear. In Germany, Austria and Switzerland the name is
Masterfoods from 1 September 2007 will be history. Mars becomes only enterprise
“A uniform single brand name helps us to further develop and
strengthen the confidence and sympathy, which we acquired world wide, to further
develop,” company CEO Paul S. Michaels said in a press release.
The Mars company
was founded in 1911 by Franc C Mars and is still in family hands.