Property consultancy Cushman & Wakefield has unified its branding worldwide, with the company once known in much of Asia as DTZ/Cushman & Wakefield dropping the first three letters of its name as of today.
With the trustworthy global brand and a more concise corporate image, we are confident that we will continue to be the best and deliver outstanding business in Greater China,” Edward Cheung, Chairman of the Asia Pacific Board and Chief Executive for Greater China at Cushman & Wakefield said of the decision to adopt the Cushman & Wakefield brand in Greater China.
The company, which was formed by DTZ’s $2 billion acquisition of Cushman & Wakefield in May 2015, had been known as DTZ/Cushman & Wakefield in Hong Kong and mainland China up until today’s announcement.
According to sources familiar with the company’s merger process, the former branding had been adopted to attempt to leverage the wider brand recognition of DTZ in China, where that company had built a larger scale network of offices and agents than the legacy Cushman & Wakefield had.
However, with many of Cushman & Wakefield’s clients cooperating with the company worldwide, using separate branding in Greater China is understood to have caused confusion for the global firm.
The new branding will apply only to the company’s English name, with the firm retaining the Chinese name of the former DTZ, 戴德梁行, for use in Greater China.
Before the 2015 merger of DTZ and Cushman, a private equity group led by TPG Capital of the US had acquired DTZ in 2014. The combined company now employs 43,000 people in more than 60 countries and has 20 offices in the Greater China market.