New Brand Name for RSC

Enlarge Photo Identifying a brand.

March 9, 2005—Rental Service Corporation, Scottsdale, Ariz., announced this week that it is changing its brand name to RSC Equipment Rental. Over the past few years the company has consolidated a number of large and small acquisitions into one corporation. Additionally, the company has made improved operating and financial performance and a promise of better customer service a priority.

 

“The next step is to start communicating our competitive advantages…to customers through a powerful brand,” said Tom Zorn, president and CEO of RSC Equipment Rental.

 

RSC Equipment Rental will represent all of the RSC and Prime Industrial locations throughout the US and Canada, while Prime Energy, focusing on oil-free air rentals, will retain its name.

 

In other news, the company has appointed Keith Sawottke as chief financial officer and Patricia Chiodo as vice president and controller. Sawottke succeeds Erik Olsson, who remains with the company as chief operating officer. Chiodo takes over Sawottke's former responsibilities.