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Article: Welcome Bridgestone Americas; Company to drop Firestone name from most of its operating units.
- Article from:
- Rubber & Plastics News
- Article date:
- November 17, 2008
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: William Schertz
Twenty years after acquiring Firestone Tire & Rubber Co., Bridgestone Corp. is dropping the Firestone name from most of its operating units.
The change is part of a restructuring that takes effect Jan. 1. A spokesman said Bridgestone Americas Holding Inc. is dropping Firestone from its unit names to define and separate its Bridgestone- and Firestone-brand products better.
"We just think that over timeinitially we all have to get used to changebut over time, it'll add some clarity to our brand message,'' the spokesman said. "It's a little bit cumbersome to say Bridgestone Firestone all the time.''
The operating ...