MRO Magazine

Rebranding focuses on building stronger customer connections for bearing supplier

Mississauga, ON -- A new brand campaign, designed to stimulate customers' knowledge and understanding, has been lau...


September 19, 2008
By MRO Magazine

Mississauga, ON — A new brand campaign, designed to stimulate customers’ knowledge and understanding, has been launched by NSK Canada. The plan includes campaign activities centred on the new tagline, ‘Think NSK’.

“We needed a flexible tagline that would allow us to tailor messages that would connect with our different customers and partners, and ‘Think NSK.’ delivers,” said Colin Figgens, president and COO.

“With ‘Think NSK,’ we can communicate the advantages of our unique brand attributes and the benefits of choosing NSK, including experience, reliability, performance, value, innovation and delivery.”

The ‘Think NSK’ concept addresses each customer’s individual requirements and promotes top-of-mind recognition for each, said Figgens. For the design engineer, ‘Think NSK’ means integrating NSK products into designs for better performance. For the aftermarket end-user, it means requesting NSK products from distributors for the security of NSK quality. For distributors, it means keeping NSK products available and always recommending them to their customers.


NSK is one of the world’s largest bearing manufacturers, employs over 25,000 people worldwide, has 60 global manufacturing facilities and over 127 sales offices, operates 12 technology centres and produces and distributes over 100,000 different types of bearings, linear motion and automotive component products.

The new tagline and campaign is expected to help the company achieve the goal of informing the market of the myriad benefits of selecting NSK products and services by capitalizing on an increased brand profile.

The comprehensive brand launch will support the company’s efforts to highlight its unique attributes as a preferred brand of the motion control industry in an effort to seek out new customers and increase North American market share in the years to come, added Figgens.

NSK plans to roll out its new branding in September 2008.