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Henkel Adhesive Technologies New Branding2012 - 2014

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Contents

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Introduction

Our Goal

Henkel Adhesive Technologies New Brand Architecture

Implementation

Contact Information

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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.

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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

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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.

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Contents

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Introduction

Our goal

Henkel Adhesive Technologies new brand architecture

Implementation

Contact information

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Our ambition

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

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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

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Contents

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Introduction

Our goal

Henkel Adhesive Technologies new brand architecture

Implementation

Contact information

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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.

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Adhesive Electronics new brand architectureA simplified portfolio of technology cluster brands

AcrylatesPU

Thermo setsSiliconesRubbers

Hotmelts

1. Manufacturer brand

2. Adhesive Electronics Technology cluster brands

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Semiconductor Assembly

Electronics Assembly

Our industry know-howConsistency across all Adhesive Electronics

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Adhesive Electronics technology cluster brands Clear clustering of our portfolio

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

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

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Adhesive Electronics new naming system A simplified structure

=New product name

Technology Cluster Brand Navigator Alphanumeric

code Descriptor+ + +

=Manufacturer brand

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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.

• TDS‘s will reflect the new product name.

• MSDS‘s, shipping documents and invoices will reflect the legacy and new product name.

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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.

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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 Coating

LOCTITE HYSOL • Molding Compounds

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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

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Our new labeling system Easier to navigate

Current Labels New Label

Legacy Product Name

Product Info Hazcom

Known As

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

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

Legacy Product Name

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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

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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.

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Contents

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Introduction

Our goal

Henkel Adhesive Technologies new brand architecture

Implementation

Contact information

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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.

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Contents

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Introduction

Our goal

Henkel Adhesive Technologies new brand architecture

Implementation

Contact information

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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