SCOTTSDALE, Ariz. — Rental Service Corp. recently announced that it changed its brand name to RSC Equipment Rental. The company attributes the name change to the acquisitions made over the past few years.

“Becoming and remaining the best equipment rental company for our customers is our goal and vision,” said Tom Zorn, president and CEO of RSC Equipment Rental. “For our company, the next step is to start communicating our competitive advantages and promise of a better experience to customers through a powerful brand.”

The new simplified name will better communicate the promise to customers of industry-leading service and also make very clear that the focus of the company is equipment rental, Zorn said.

“Stability, profitable growth and industry-leading customer service are what we have focused on and achieved over the past few years. As we go forward we believe RSC Equipment Rental is the brand to build the future of the company around,” said Zorn.

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

The company also named Keith Sawottke chief financial officer for RSC Equipment Rental succeeding Erik Olsson who remains with the company as chief operating officer. The company promoted Tricia Chiodo to vice president and controller of RSC, taking over Sawottke's duties.

Scottsdale, Ariz.-based RSC Equipment Rental is No. 2 on the RER 100.