SYDNEY – The Anglo-Australian mining giant BHP Billiton announced on Monday that the company will be renamed as BHP in Australia, as part of the “Think Big” rebranding campaign to strengthen the company’s image in the country and in the world.
“By launching Think Big, we will take the opportunity to change our logo and move to a brand that Australians have known for generations – BHP,” the mining company’s chief external affair officer Geoff Healy said in a statement.
“This abbreviated simple expression of our organization is used colloquially around the world,” he added.
The campaign will be carried out along with advertising in the media and social networks in Australia and it will later be launched in BHP markets in other parts of the world.
The mining company, founded at the end of the 19th century in the Australian town of Broken Hill, where it mined for silver and lead, was known as BHP, Broken Hill Proprietary Company Limited, or “The Big Australian” until its merger with Anglo-Dutch miner Billiton in 2001.
Last month, the mining company rejected a plan proposed by Elliott Associates to change the business structure and modify its oil assets, which included unifying the company’s dual listed structure.
In response to the proposal, the Australian government warned on May 4 that it would block any plans to get BHP out of the country’s stock market as it would run against national interests and also warned of possible civil and criminal penalties.