Unit Rail, Advanced Track Products change name to Amsted RPS

Unit Rail and Advanced Track Products, a combined company and division of Amsted Rail, launched a new brand and official name change to Amsted Rail Product Solutions (Amsted RPS). The launch of the Amsted RPS brand is part of the company's business growth strategy and is intended to strengthen its position in both domestic and international markets. "We wanted a name that spoke to the landscape in which we operate," said John Stout, director of sales. "We believe our new name, Amsted RPS, conveys certain qualities that give it meaning like: speed, mobility, forward-looking and advanced thinking. These are qualities that are important to us, our customers and our industry." The company hired Market Driver, LLC, to conduct an extensive brand assessment process that included customer interviews. This customer input guided the company's name selection along with their commitment to build greater awareness and stronger association with their parent company, Amsted Rail. "All brands must evolve as the marketplace changes, ours is no different. Our company has experienced substantial growth through acquisition and with multiple brands the message gets muddled, we needed to present a clear picture of who we are and what we provide and that's different today than it was just two years ago. We have expanded our capabilities, our engineering expertise and positioned ourselves to lead the industry. This rebranding reflects quality and innovation, things we strive to deliver to our customers, " said Wes Hodges, vice president, Amsted RPS. The new brand identity will formally launch at Railway Interchange 2011 in Minneapolis, Minn.