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P&O Ports brand disappears

Dubai: Dubai port operator DP World is to rebrand the P&O Ports terminals it took over when it acquired the rump of the P&O Group in March this year. The ports will in future carry the DP World logo, but the remainder of the P&O businesses - ferries, trucks, maritime services and real estate - will retain the P&O name.
DP World ceo, Mohammed Sharaf, said: "Our aim has always been to build one integrated marine terminal organisationthat will excel in the service it provides to customers worldwide. The brand review told us that the organsiation should operate under a single brand, and our customers and employees were extremely positive about
DP World, with its strong reputation for service and quality, being the right brand to take us forward in the future. At the same time, the P&O brand has a venerable history and strong links with the ocean-going industry. It is therefore highly appropriate thatn the P&O brand remains particularly with those businesses associated with the sea and services centred around vessels."
DP World is now one of the largest marijne terminal operators in the world with 51 terminals in 24 countries. Combined throughput of DP World and P&O Ports in 2005 was more than 36m teu.
The Dubai operator was forced to dispose of six US terminals in the P&O portfolio after US politicians expressed security fears in the wake of the takeover. (17/10/06)

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