Henkel adhesive technologies’ new branding strategy to simplify product brand portfolio
Henkel Adhesives Technologies to rebrand its expanding product portfolio under five technology cluster brands.
Henkel Adhesive Technologies India Private Limited, the market leader in adhesives, sealants and surface treatments in India, has unveiled a new branding strategy to organise its growing product portfolio under five technology cluster brands – Loctite, Bonderite, Technomelt, Teroson and Aquence.
As a result of numerous acquisitions, Henkel’s portfolio of brands has grown over the decades and has enabled the company to become the global market leader in adhesives, sealants and surface treatment solutions. Henkel is able to offer high-quality services and a multitude of solutions to end customers, but this varied range has also made Henkel’s brand portfolio complex.
This was confirmed through a survey recently conducted by Henkel which clearly emphasized that Henkel’s large and complex portfolio of brands and product names is difficult to understand by the markets and customers that Henkel serves.
All the products will be regrouped under five Technology Cluster Brands. Each of these brands will represent a group of specific technologies:
LOCTITE® is Henkel’s brand for engineered, high performance adhesive, sealant and coating solutions.
BONDERITE® products represent Henkel’s surface technology solutions that create competitive advantage in the customers’ manufacturing processes.
TECHNOMELT® is Henkel’s brand for hot melt adhesives designed for best results in application and production processes.
TEROSON® is Henkel’s brand for bonding, sealing, coating and reinforcing in automotive body and vehicle repair and maintenance applications (VRM).
AQUENCE® is Henkel’s brand for innovative, sustainable water-based adhesive solutions.
The aim of rebranding is to facilitate an easier navigation of Henkel’s product portfolio for its customers, and create convenience for customers to browse through relevant products and offerings
This rebranding exercise of Henkel will only modify the product naming. There will be no changes to the product composition, chemical formulation or the article codes of our products.
About Henkel Adhesive Technologies India Private Limited:
Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions in both the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of 16,510 million euros and adjusted operating profit of 2,335 million euros in fiscal 2012. Henkel’s preferred shares are listed in the German stock index DAX.
For more information
Web : www.henkel.com
