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the unveiling of the name sime darby berhad as the name of the new merged entity comprising golden hope plantations berhad, kumpulan guthrie berhad and sime darby berhad, on november 28, 2007 marked the birth of a multinational with a focused set of winning businesses, either a global, regional or local champion in key growth sectors namely plantation, property, energy and utilities, industrial and motors.effectively, sime darby becomes malaysia’s largest listed plantation company and largest property developer but most of all, the world’s number one listed palm oil originator. the combination of the plantation business of the three companies has made the new sime darby, owner of a total of 208 oil palm estates and 65 mills in peninsular malaysia, sabah and sarawak in malaysia and kalimantan, sumatera and sulawesi in indonesia. currently sime darby’s plantation & agribusiness division oversees a plantation area of 329,470 hectares in malaysia and 195,156 hectares in indonesia with the potential of producing eight per cent of the world’s total palm oil output that translates into rm8.8 billion revenue to the company.the plantation downstream activities of the group include edible oil refi ning, production of oils and fats products, oleochemical and biodiesel. the activities take sime darby’s operations to 15 countries including malaysia, singapore, thailand, vietnam, japan, china, germany, united kingdom, bangladesh, south africa, united arab emirates, the netherlands, canada, the united states he decision to name the merged entity sime darby berhad was based on recommendations by synergy drive’s branding consultants who conducted an in depth study into the brand positioning for all the companies involved in the merger. sime darby berhad was chosen as the name of the new merged entity mostly due to the brand equity it already possessed as compared to the other two merged companies. while guthrie and golden hope were well established in the plantation and property sectors, sime darby was a well established brand in fi ve business areas namely plantation, property, energy & utilities, motors and industrial. taking the existing brand equity into account, the option for the name of the new company was actually a choice between a totally new name or sime darby. the adoption of a new name would also cause valuable equity associated with the sime darby brand to be lost. besides that, the name sime darby also had the credibility to position the new merged entity as one of the leading global drivers of sustainability from all angles – economically, socially and environmentally. in addition, sime darby brand was already known for its commitment to social and environmental care. therefore the positioning represents continuity with a new emphasis in this. it was also held that maintaining a well established brand like sime darby would enable the existing equity to be built on further.
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