Our Brands Creating Value Through Differentiation

Developing market-leading brands is a key component of our strategy. The brands express our Company values to our customers and are key business assets. As a manufacturer of premium steel solutions, we work hard to ensure that BlueScope Steel brands are associated with quality in each of our markets around the world.

Our brand portfolio contains some established and respected names. In Australia, COLORBOND®, ZINCALUME® and XLERPLATE® steels and LYSAGHT® building products are highly recognised, and leaders in their respective markets. In North America, the BUTLER® brand has been part of the landscape for a century and is the world's premier brand in pre-engineered building systems. In newer Asian markets, we have built an enviable reputation for quality with our purpose-designed Clean COLORBOND® steel.

We have also produced a number of brands tailored to the conditions of specific countries in Asia. These include PrimaMaju® and PrimaDesa® in Malaysia, TRUZINC® in Thailand and PELANGI® and ABADI® steels in Indonesia. We are regularly adding to our brand portfolio. New products such as HYDRORIB® drainage pipes, WATERPOINT® rainwater tanks, AGRIRIB® low-pressure irrigation pipes and GALAXY® water tanks express BlueScope Steel quality to new markets. We also allow domestic trade customers to benefit from our reputation through the BlueScope 'Steel By' program.

In this program, thousands of businesses that use our premium steel products gain a competitive advantage by promoting their partnership with BlueScope Steel.

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