A Doosan Daewoo B18X-5 forklift.

Next year, Doosan Daewoo forklifts will be known only as Doosan, as the South Korean manufacturer is now confident the Doosan name has gained recognition worldwide.

In 2005, Doosan Heavy Industries Inc acquired a controlling stake in forklift maker Daewoo Heavy Industries & Machinery for 1.69 trillion won (USD1.814 billion). Forklifts were then sold in Europe under the Doosan Daewoo brand. The domestic market, already familiar with the Doosan name, has been using Doosan alone for 19 months (Forkliftaction.com News #210).

Doosan is a large corporation in South Korea, involved in activities ranging from power plant construction, water desalination and diesel engine manufacturing to publishing, shopping malls and professional baseball.

According to a Doosan statement, "brand unification" was important for the company's marketing efforts and corporate identity if Doosan Infracore, the segment that makes forklifts, construction equipment, machine tools, diesel engines and defence products, were to join the global top five in the infrastructure support business.

Efforts to familiarise the market with the Doosan name have included in-house exhibitions for overseas dealers and customers and participation in international trade expositions.

Doosan Infracore would implement a new brand management system to improve the brand's image and strengthen its influence, a Doosan statement said.

"An overseas corporate advertising campaign is planned and various PR materials will be distributed worldwide."