BHP boards approves eliminating 'Billiton' from name

World’s largest miner BHP Billiton (ASX, NYSE:BHP) (LON:BLT) has officially dropped the “Billiton” part from the company’s name as part of a $10 million rebranding campaign that seeks to emphasize its Australian roots.

The move means that BHP Billiton and BHP Billiton Plc are now BHP Group and BHP Group Plc respectively and all the tickers, including the ones on the London Stock Exchange and the Johannesburg Stock Exchange will switch to “BHP” on Nov. 23.

The announcement comes on the heels of the Melbourne-based miner announcing it had reached a settlement agreement with the Australian Taxation Office over the transfer pricing dispute relating to its marketing operations in Singapore.

BHP rolled out last year a marketing campaign highlighting its new preferred name. It included 30-second television ads, a three-minute online video and a new slogan, “Think Big”, to facilitate a change that according to the company has been in the making for quite a while.

For almost a year and a half, the mining giant has been using the new logo and motto in place of the old “Resourcing the Future.”

The rebranding, the first since BHP used the late actor Bill Hunter 30 years ago in its "Big Australian" promotion, can also be seen as an effort to gain back public trust after the damage to the firm’s image caused by the November 2015 dam burst at its Samarco joint-venture in Brazil. Such incident killed 19 people and caused widespread environmental harm.

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