The P&O Ports business was acquired when DP World purchased P&O Group in March this year.
Jamal Majid Bin Thaniah, Group CEO of Ports & Freezone World (P&F World), who oversees DP World and the other P&O branded businesses, said that the rebranding will take place in all wholly-owned marine terminals and also joint venture terminals where appropriate. P&O Ferries, P&O Ferrymasters, P&O Maritime Services and P&O Estates brands will continue as before.
The terminals will be branded to reflect their geographical location. The corporate DP World identity remains unchanged.
DP World CEO Mohammed Sharaf said: “Our aim has always been to build one integrated marine terminal organisation that will excel in the service it provides to customers worldwide.”
While the DP World brand has its own strengths, the P&O brand has a venerable history and strong links with the ocean-going industry. “It is therefore highly appropriate that the P&O brand remains particularly with those businesses associated with the sea and services centred around vessels.”
The rebranding will begin immediately, and will be completed by end-March 2007.