Case Study: APM Terminals boosts non-Maersk revenue with Tenet Partners branding strategy

APM Terminals lifts non-Maersk revenue 4% with Tenet Partners

APM Terminals, a global container terminal operator, faced the challenge of growing its revenue from shipping lines other than its parent company's Maersk Line. Non-Maersk customers perceived a bias toward Maersk vessels, hindering growth. Tenet Partners was engaged, using research and analytics, to develop a branding strategy that would address this independence while navigating the parent company's master-brand preferences.

Tenet Partners conducted extensive global research and repositioned the APM Terminals brand around the idea of "Lifting global trade." The solution included a new visual identity that removed the Maersk star to signal independence, while retaining certain brand equities for credibility. Tenet Partners also helped reimagine the digital presence. Within a year of the rebrand, APM Terminals increased revenue from non-Maersk customers by just over four percent.

APM Terminals