Cisco’s 'assured' rebranding

Singapore - BrandHub has helped Cisco rebrand into Certis and develop a global brand under that brand name for its business expansion internationally - in Singapore, Cisco Security will retain the Cisco part of its name and is now known as Certis Cisco.

The new brand name was derived from Certe, which is Latin for ‘assured'.

"We just corporatised just two years ago and the rebranding is an opportune as it underlines our global aspirations to establish our own global identity and build awareness about the security products and services we deliver," Bernard Chen, chairman for Certis Cisco said in a statement.

The 18-month long rebranding exercise was handled by BrandHub and the scope of the project included research with customers, stakeholders management and staff in Singapore and internationally, as well as the creation of the brand promise ‘Securing your world' tagged to the new brand name, and new uniforms, vehicles, and collateral systems.

"We don't normally advise a change of name as not only is it a complicated and expensive affair, the accompanying loss of goodwill may even undermine the company's market presence. However, in the case of Cisco Security, a name change was necessitated by its overseas expansion. The company faced the challenge of registering and owning its Cisco brand internationally and we have now created a name that the company can clearly and unequivocally own in all its target markets. In Singapore, we have kept the recognisable and familiar Cisco in tact and internationally we have armed the company with a unique brand that speaks of assurance and trust," Shauna Li Roolvink, MD for BrandHub said.