The change in KGHM's image is being introduced gradually. At the beginning of December last year the company presented the elements of its new corporate identity. Upon the completion of the integration process, in the middle of this year, all production-related companies and resource development projects in Europe, North and South America will use the common KGHM brand, while maintaining their current legal names. This unification of the corporate image, which attests to the status of KGHM as a global company operating in compliance with international standards, supports the company's business aims as stated in its new strategy.
"KGHM's strategy includes a broad exploration program in Poland and worldwide, record investments in assets and further production optimization. Exploration and investment programs will be conducted on an equal footing in Poland and abroad. Over the next six years, the share of copper production from our overseas mines will increase from 17% to 40%, despite the planned increase in the capacity of our Polish mines by around 2 million tonnes of ore annually. We are one company, sharing common goals and facing strategic challenges under one brand," says Herbert Wirth, President and CEO of KGHM.
The change in the branding was preceded by a comprehensive image and reputation survey. This survey pointed out the five most important values shared by KGHM's employees in Poland, Canada, the United States and Chile: Zero Harm, Teamwork, Results Orientation, Accountability and Courage. These values are the foundations for all of KGHM's activities, both in global commodity markets as well as in cooperation with local communities. Regardless of the location of mines and mining projects, the KGHM brand should be associated with the same values and highest standards.
"For our customers and business partners, it doesn't matter where the copper comes from. What does matter is KGHM's brand, which for over half a century has guaranteed the highest quality. That is why we are unifying our sales, procurement and auxiliary business departments in the entire KGHM Group. As a strong Group, we get better terms for financing investments and the purchase of necessary equipment. Due to the fact we are present on four continents - on both sides of the Atlantic and the Pacific - we gain unique competitive advantages and the flexibility to respond to the market's needs," says Jarosław Romanowski, Vice-President and CFO of KGHM.
The foundation of KGHM's strategy is innovation, hence the creation of a Group-wide Knowledge Centre, providing access to modern technologies. For KGHM's shareholders innovation translates into the higher efficiency of invested capital, and for employees it guarantees stable employment and the highest safety standards. It is also a chance for personal development in a global and innovative company, employing highly skilled specialists. Today - under the international exchange programs - Polish, Canadian, Chilean and American employees can obtain experience in different parts of the world.
"The international diversity of KGHM's mines and projects is our great strength but also a challenge. We are one company operating on different continents, with various legal systems, cultures and mining traditions. Therefore the integration of our capital group is a gradual process. Proud of our tradition of over fifty years in copper mining, we are a global ambassador for Polish businesses. At the same time we are constantly changing, investing and working hard to make our global brand support the implementation of our strategy, aimed at the development of Polish and international projects," said Marcin Chmielewski, KGHM's Vice-President for Corporate Affairs.
As a result of the project to unify its corporate image, KGHM's brand has been updated with an additional graphic element: a mineral whose three-part construction symbolizes knowledge, co-operation and the role KGHM plays in the world. Thanks to the knowledge and experience of its employees, KGHM mines and processes valuable resources, enabling the development of the modern world. Knowledge is KGHM's most valuable resource, while the long-term and stable development of the company is largely the result of teamwork. At the same time copper remains the source of the company's existence, development and success. Copper is one of the most amazing metals on earth, one which for thousands of years has played a key role in the development of mankind. Discovering new possibilities, KGHM is providing the world with more precious metals, as well as improving the efficient and environmentally friendly methods of extraction and processing.
Communication and CSR Department
www.kghm.com