Below the new Airbus Group will sit Airbus, Airbus Defence and Space and Airbus Helicopters.
Airbus Group, says that while its Airbus brand has ‘strong public awareness’, its Astrium, Cassidian and EADS brands are less well known and together have created ‘a complex conglomerate, which is hard to understand and follow’. These sub-brands will now be scrapped.
Airbus’ increase in brand value and the fact that it is known outside Europe means it has been chosen to form part of the new company name.
Airbus Group says, ‘To continue successful internationalisation, the group must overcome the clearly perceived lack of corporate identity. The Airbus trademark fills this gap as its name has huge public awareness and a strong reputation.’
Airbus Group chief executive Tom Enders says ‘Joining forces under the strong Airbus brand gives all our operations and employees the thrust and lift to capture global markets.’