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Maersk's rebranding of Hamburg Süd will be a costly affair

The shipping giant’s decision to terminate the Hamburg Süd brand along with other subsidiaries has caused much debate in the shipping sector.
Hamburg Süd was founded in 1871 and is known for its red-colored ships. | Photo: Christian Charisius/AP/Ritzau Scanpix
Hamburg Süd was founded in 1871 and is known for its red-colored ships. | Photo: Christian Charisius/AP/Ritzau Scanpix
by NIKLAS KRIGSLUND

It will be a costly affair for Maersk to change the brand name of German carrier Hamburg Süd.

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