Henkel rebrands adhesives portfolio

The Düsseldorf, Germany based global adhesives supplier is regrouping its industrial products under five new headings.

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In the wake of recent growth and on the strength of numerous acquisitions in the past few years, Henkel Corp. (Düsseldorf, Germany) has decided to introduce a new branding approach for its industrial adhesives technology business. The rebranding announcement, issued Feb. 19, noted that Henkel's acquisition of a number of diverse product names has made its marketing efforts more complex and difficult. According to Henkel, customers in the marketplace confrmed the need for a simpler branding strategy in a recent survery.

Therefore, Henkel has decided to introduce a new branding approach that will align the portfolio under five trademarked technology clusters:

  • Henkel’s LOCTITE brand will indentify engineered, high-performance adhesive, sealant and coating solutions.
  • Henkel’s BONDERITE brand will represent the surface technology solutions that are formulated to create competitive advantage in the customers’ manufacturing processes.
  • Henkel’s TECHNOMELT tradename will be th moniker for hot-melt adhesives.
  • Henkel’s TEROSON is the identifying brand for bonding, sealing, coating and reinforcing in automotive body and vehicle repair and maintenance (VRM) applications.
  • Henkel’s AQUENCE is the tradename for sustainable water-based adhesive solutions.

“As the global leader in adhesives, sealants and surface technologies, we are committed to delivering a portfolio that our customers can navigate more intuitively,” said Jan-Dirk Auris, head of Henkel’s adhesives business. “In addition, this aligned structure will enable Henkel to provide optimized customer service and technology solutions more quickly in the future.”

Contacts:
Name Holger Elfes, Business Unit and Brand PR/Adhesive Technologies; Tel.: +49 211 797 9933; Fax: +49 211 798 9832.
Lisa Kretzberg, Business Unit andBrand PR/Adhesive Technologies, Tel.: +49 211 797 5672; Fax: +49 211 798 9832.