Henkel Adhesive Technologies New Brand .Henkel Adhesive Technologies new brand architecture....

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  • Henkel Adhesive Technologies New Branding2012 - 2014

  • Slide 2

    Contents

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    Introduction

    Our Goal

    Henkel Adhesive Technologies New Brand Architecture

    Implementation

    Contact Information

  • Slide 3

    Background

    Together with our customers, our Adhesive Technologies business has grown strongly in the past decades, both organically and through acquisitions.

    With this strategy, Henkel has become the global market leader in industrial adhesive and surface treatment technologies.

    However, we have also retained a large portfolio of product names and brands which has become quite diverse and complex to navigate.

    S.A.I.MS.A.I.M..Alba

    1980 1995 2001 2004 2006 20081985 20001997 2002 20051996

  • Slide 4

    Brand architecture principles What will change

    Simplification of the overall brand portfolio 5 strong Technology Cluster Brands, each of them representing a defined

    group of adhesive technologies Unified Look & Feel

  • Slide 5

    Customer survey Findings & Conclusions

    A recent customer survey has shown that our customers recognize and value the unique breadth of our offer.

    But, we also have learned that the offer is not easy to understand. Therefore, we will re-group our product offer and introduce a simplified

    branding approach.

    This means, we will use our well known brand Henkel more consistently and cluster our portfolio under clear Technology Cluster Brands, each of them representing a group of specific Henkel technologies.

    We will have a much simpler product structure. Our globalized branding approach will ensure consistent worldwide naming

    of all the products.

  • Slide 6

    Contents

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    Introduction

    Our goal

    Henkel Adhesive Technologies new brand architecture

    Implementation

    Contact information

  • Slide 7

    Our ambition

    We want to be recognized as the global leader in branded adhesive technologies, living and breathing the Henkel Vision & Values:

  • Slide 8 17. Oktober 2013 U-A Re-Branding Customer PresentationSlide 8

    8

    We deliver solutions to increase productivity, sustainability and process transformation which are essential for our customers.

    Our leading brands and technologies enable our customers to succeed in their markets.

    We partner with our customers to provide competitive advantage

    Our promise

  • Slide 9

    Contents

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    Introduction

    Our goal

    Henkel Adhesive Technologies new brand architecture

    Implementation

    Contact information

  • Slide 10

    Henkel manufacturer brand A unified branding approach

    By consistently branding all our products with the Henkel endorsement and a common look & feel we want to demonstrate our Henkel expertise which is built on technology leadership, industry know-how and customer partnership.

  • Slide 11

    Adhesive Electronics new brand architectureA simplified portfolio of technology cluster brands

    AcrylatesPU

    Thermo setsSiliconesRubbers

    Hotmelts

    1. Manufacturer brand

    2. Adhesive Electronics Technology cluster brands

  • Slide 12

    Semiconductor Assembly

    Electronics Assembly

    Our industry know-howConsistency across all Adhesive Electronics

  • Slide 13

    Adhesive Electronics technology cluster brands Clear clustering of our portfolio

    Henkels TECHNOMELT is the leading choice for hot melt adhesives designed for best results in your application and production process.

    Henkels LOCTITE is the trusted choice for engineered, high performance adhesive, sealant and coating solutions.

  • Slide 14

    Adhesive Electronics new naming system A simplified structure

    =New product name

    Technology Cluster Brand Navigator

    Alphanumeric code Descriptor+ + +

    =Manufacturer brand

  • Slide 15

    Implementation of the new branding approach

    The introduction of the new brand architecture will happen step by step in 2012 to 2014.

    We will keep you informed about all the steps well in advance to implement them in your systems and processes.

    We will provide you with a list of all the changes affecting your business, together with the timing.

    In most of the cases, there will be no changes in numeric codes. TDSs will reflect the new product name. MSDSs, shipping documents and invoices will reflect the legacy and new

    product name.

  • Slide 16

    Our new branding approach What will NOT change

    Article Number (IDH#) will not change. No change in chemical formulations, all products and technologies will stay

    the same.

    In most cases no change to the numeric codes of our products. All certifications will remain valid.

  • Slide 17

    Adhesive Electronics Nomenclature Product Technology

    Proposed Primary Brand

    Proposed Secondary

    Brand

    Technology

    LOCTITE ABLESTIK Semiconductor (Adhesives, Films and Coatings), Assembly Adhesives (Conductive Isotropic and Anisotropic and Non-Conductive) Thermal Interface Materials and Adhesive Films

    LOCTITE ECCOBOND Semiconductor Underfills and Assembly Underfills OPTO and Photonics Semiconductor Encapsulants Digital Printing Display (Adhesives and Sealants), Lead Encapsulants

    LOCTITE E&C Inks And CoatingLOCTITE HYSOL Molding Compounds

  • Slide 18

    Adhesive Electronics Nomenclature Product Technology

    Proposed Primary Brand

    Proposed Secondary

    Brand

    Technology

    LOCTITE STYCAST Assembly Encapsulants Printable Laminating Adhesive Catalyst, Conformal Coating Potting

    LOCTITE - Thermal Pads Assembly Adhesives Catalyst Generic Loctite Solder Paste and Rework Flux Solder Bar and Liquid Flux Solder Cored Wire and Accessories

  • Slide 19

    Our new labeling system Easier to navigate

    Current Labels New Label

    Legacy Product Name

    Product Info Hazcom

    Known As

  • Slide 20

    Adhesive Electronics Roll out preparation TDS (display new product name only)

  • Slide 21

    Adhesive Electronics Roll out preparation MSDS (display legacy and new product name)

    Legacy Product Name

  • Slide 22

    Adhesive Electronics product documents Display legacy and new product name

    Customer Invoice Commercial Invoice Sales Order

    Confirmation Quotation Packing List Certificate of

    Analysis

    Legacy Product Name

  • Slide 23

    Benefits of the new branding system

    Structured product nomenclature which makes it easier to identify product technology.

    Simplified portfolio clustering for easier navigation. New product nomenclature helps identify market business

    segmentation.

    Stronger focus on customer needs, less complexity to solve customers problems.

    Increased teamwork and collaboration between business units and brands.

    Strong consistent corporate branding worldwide.

  • Slide 24

    Contents

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    Introduction

    Our goal

    Henkel Adhesive Technologies new brand architecture

    Implementation

    Contact information

  • Slide 25

    Specific changes for you

    Please reference customer notification letter for specific product details.

    - 60 day Letter will contain customer specific details such as Article Number (IDH#), current description, proposed product description and implementation starting date.

  • Slide 26

    Contents

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    Introduction

    Our goal

    Henkel Adhesive Technologies new brand architecture

    Implementation

    Contact information

  • Slide 27

    Contact details

    Please contact your local sales representative

    Americas Europe Asia+1.888.943.6535 +32.1457.5611 +86.21.3898.4800

    For the most direct access to local sales and technical support visit: www.henkel.com/electronics

    Henkel Adhesive TechnologiesNew BrandingContentsBackgroundBrand architecture principlesWhat will changeCustomer survey Findings & ConclusionsContentsOur ambitionSlide Number 8ContentsHenkel manufacturer brandA unified branding approach Slide Number 11Slide Number 12Adhesive Electronics technology cluster brands Clear clustering of our portfolio Adhesive Electronics new naming systemA simplified structure Implementation of the new branding approachOur new branding approachWhat will NOT changeAdhesive Electronics Nomenclature Product Technology Adhesive Electronics Nomenclature Product Technology Our new labeling systemEasier to navigateAdhesive Electronics Roll out preparationTDS (display new product name only)Adhesive Electronics Roll out preparationMSDS (display legacy and new product name)Adhesive Electronics product documentsDisplay legacy and new product nameBenefits of the new branding system ContentsSpecific changes for you ContentsContact details