Henkel Adhesive Technologies
New Branding
2012 - 2014
Contents
1
Introduction
2
Our Goal
3
Henkel Adhesive Technologies New Brand Architecture
4
Implementation
5
Contact Information
Slide 2
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.M.
Alba
1980
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1985
1995
1996 1997
2000
2001
2002
2004
2005
2006
2008
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 4
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 5
Contents
1
Introduction
2
Our goal
3
Henkel Adhesive Technologies new brand architecture
4
Implementation
5
Contact information
Slide 6
Our ambition
• We want to be recognized as the global leader in branded
adhesive technologies, living and breathing the Henkel Vision
& Values:
Slide 7
Our promise
We partner with our customers to
provide competitive advantage
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.
Slide 8
17. Oktober 2013
U-A Re-Branding Customer Presentation
8
Contents
1
Introduction
2
Our goal
3
Henkel Adhesive Technologies new brand architecture
4
Implementation
5
Contact information
Slide 9
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 10
Adhesive Electronics new brand architecture
A simplified portfolio of technology cluster brands
1. Manufacturer brand
2. Adhesive Electronics Technology cluster brands
Acrylates
PU
Thermo sets
Silicones
Rubbers
Slide 11
Hotmelts
Our industry know-how
Consistency across all Adhesive Electronics
Semiconductor Assembly
Electronics Assembly
Slide 12
Adhesive Electronics technology cluster brands
Clear clustering of our portfolio
Henkel’s LOCTITE is the trusted choice for engineered,
high performance adhesive, sealant and coating solutions.
Henkel’s TECHNOMELT is the leading choice
for hot melt adhesives designed for best results
in your application and production process.
Slide 13
Adhesive Electronics new naming system
A simplified structure
Technology
Cluster Brand
+
Navigator
+
Alphanumeric
code
=
New product name
=
Manufacturer brand
Slide 14
+
Descriptor
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.
Slide 15
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 16
Adhesive Electronics Nomenclature
Product Technology
Proposed
Primary Brand
LOCTITE
Proposed
Secondary
Brand
ABLESTIK
Technology
• 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
LOCTITE
HYSOL
Slide 17
• Inks And Coating
• Molding Compounds
Adhesive Electronics Nomenclature
Product Technology
Proposed
Primary Brand
Proposed
Secondary
Brand
LOCTITE
STYCAST
LOCTITE
-
Slide 18
Technology
• Assembly Encapsulants
• Printable Laminating Adhesive
• Catalyst, Conformal Coating
• Potting
• Thermal Pads
• Assembly Adhesives
• Catalyst
• Generic Loctite
• Solder Paste and Rework Flux
• Solder Bar and Liquid Flux
• Solder Cored Wire and Accessories
Our new labeling system
Easier to navigate
Current Labels
New Label
Product Info
Known As
Legacy Product
Name
Slide 19
Hazcom
Adhesive Electronics Roll out preparation
TDS (display new product name only)
Slide 20
Adhesive Electronics Roll out preparation
MSDS (display legacy and new product name)
Legacy Product
Name
Slide 21
Adhesive Electronics product documents
Display legacy and new product name
Legacy Product
Name
• Customer Invoice
• Commercial Invoice
• Sales Order
Confirmation
• Quotation
• Packing List
• Certificate of
Analysis
Slide 22
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 23
Contents
1
Introduction
2
Our goal
3
Henkel Adhesive Technologies new brand architecture
4
Implementation
5
Contact information
Slide 24
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 25
Contents
1
Introduction
2
Our goal
3
Henkel Adhesive Technologies new brand architecture
4
Implementation
5
Contact information
Slide 26
Contact details
Please contact your local sales representative
Americas
+1.888.943.6535
Europe
+32.1457.5611
Asia
+86.21.3898.4800
For the most direct access to local sales and technical support visit: www.henkel.com/electronics
Slide 27