The world’s largest miner, BHP Billiton, (ASX, NYSE:BHP) (LON:BLT) has officially dropped “Billiton” from the company’s name as part of a $10 million rebranding campaign that seeks to emphasize its Australian roots.
The move means that BHP Billiton and BHP Billiton Plc are now BHP Group and BHP Group Plc respectively. All the tickers, including the ones on the London Stock Exchange and the Johannesburg Stock Exchange will switch to “BHP” on Nov. 23.
The announcement comes on the heels of the Melbourne-based miner announcing it had reached a settlement agreement with the Australian Taxation Office over the transfer pricing dispute relating to its marketing operations in Singapore.
Last year, BHP rolled out a marketing campaign highlighting its new preferred name. It included 30-second television ads, a three-minute online video and a new slogan to facilitate a change that the company said has been in the works for quite a while.
For almost a year and a half, the mining giant has been using the fresh logo and also its new motto “Think Big”, in place of the old “Resourcing the Future.”
The last time BHP went through a similar rebranding process was 30 years ago, when the company used the late actor Bill Hunter in its “Big Australian” promotion.