BRB International rebrands to reflect its journey as a subsidiary of PETRONAS Chemicals Group Berhad (PCG). BRB will continue to operate independently based on its innovation strategy focused on anticipating the current and future needs of the customers and industries. This new status gives BRB even greater global presence and innovation resources.
Strategic Orientation for Growth Strategy
To reflect its strategic orientation and new status as a subsidiary of PCG, BRB revealed its new brand identity, which includes a revised logo. The acquisition of BRB has expanded PCG’s portfolio product range beyond its traditional oil and gas portfolio. The move represents a fast-forward in terms of value and diversification in support of the Group’s growth strategy.
Lube oil additives, BRB’s core competency, play a key role in enhancing the sustainability and efficiency of machinery and vehicles operating under different conditions and even at extreme temperatures. Its specialised silicones give personal care products unique properties that appeal to consumers.
BRB’s Unique Contribution
The Netherlands-based company is a valuable asset for a number of reasons. Since its beginning as a small business in 1981, BRB has grown to become an international corporation with over 300 employees across 11 locations. Its impressive track record is based on a clear strategy of delivering tomorrow’s solutions today, enabling customers to leapfrog to new technologies and gain a competitive edge. BRB is also customer-centric, working closely with customers and partners to co-innovate for greater efficiency and sustainability.
In contrast to many international operating companies, BRB has traditionally focused on small-to-medium-sized enterprises (SMEs) and not just global players – mid-sized companies get full attention and service. Sustainability is another key component of BRB’s strategy. It has made a commitment to operate with zero carbon emissions by 2050 which is also in line with PETRONAS’ aspiration to achieve net zero carbon emissions by 2050.
With industries changing at a fast pace – for example, electromobility shaking up the automotive industry – companies need partners who can think ahead and fast-forward to solutions for future challenges. As BRB is quick to adapt and meet these demands, it makes the company and its offering more relevant than ever, as it is specialized, and can fully concentrate on each of its target industries. The same goes for BRB’s customers: mid-sized companies often have more flexibility to innovate than bigger corporations.
BRB’s approach is in line with the PETRONAS statement of purpose, “
We not only respond to current needs and wishes, but actually anticipate future demands and develop solutions, customers don’t know even know of yet. We call this fast-forward approach, ‘BRB – passionate for progress,’” says BRB CEO Ralph Pinckaers. “
Although becoming a subsidiary of PCG changes nothing about our independent operations and customer relationships, I’m happy to say that our thinking is fully aligned to the PETRONAS’ statement of purpose, ‘A progressive energy and solutions partner enriching lives for a sustainable future.’”
As the global economy emerges from the pandemic and its restrictions, BRB and PCG are positioned to support the recovery. The next chapter in BRB’s success story may be its best ever.
View Silicone Grades by BRB
Source: BRB