U.K. sales and distribution business Vital is to change its name as part of a major re-branding programme by owners PIAS Entertainment Group.

The company will now be called PIAS U.K. in line with the group's other companies, which operate in Belgium, France, Germany, Netherlands, Spain and Australia. Vital Ireland will also change its name, to PIAS Ireland.

Brussels-based PIAS, which is involved in sales, marketing, distribution and repertoire, says staffing and management structures will remain the same.

"We are a global company and we needed our branding to be consistent," Kenny Gates, co-founder and co-chairman of the PIAS Entertainment Group, tells Billboard. "Having several names didn't help create the right perception of what our group is about -- it was particularly confusing outside Europe -- so the consistency and clarity will benefit everyone."

PIAS will also strengthen its London-based international distribution department, giving labels access to the PIAS international network. "It was an export department, but now it's becoming an international distribution department," says Gates. "It also offers marketing and promotional services for our labels and clients -- it's beefing up our existing operation."

Vital's marketing division Integral will retain its identity as part of the PIAS U.K. Operations, while PIAS Digital will replace the current brand VPD.

Gates says the U.K. company has had a positive start to the year with Radiohead's "In Rainbows" scoring a U.K. No. 1 on the Vital-distributed XL label. He adds that PIAS has also recently signed European distribution deals for U.K. alt-rock act The Futureheads and Australian band Operator Please.