Siam Cement Group has renamed its Tra Chang building materials line as SCG in a bid to strengthen its branding in the Asean market as well as globally.

"Our stepped-up competition in the Asean regional league will be spearheaded by quality and innovation as the unique selling propositions of our building materials," Nithi Patarachoke, vice president of SCG Cement-Building Materials, told local press.

"The SCG brand is very well recognised for its innovation excellence, so this renaming will strengthen our brand of building materials, too," he said.