《Henkel Adhesive Technologies rebrands products to simplify product portfolio》：
CHENNAI: Henkel Adhesive Technologies, a maker of adhesives, sealants and surface treatments, has rebranded its products to organize its growing product portfolio, a statement from the company has said.
The company has created five new clusters – Loctite, Bonderite, Technomelt, Teroson and Aquence – based on the use of the product.
As a result of numerous acquisitions, Henkel’s portfolio of brands has grown but this varied range has also made its brand portfolio complex. A recent survey by Henkel emphasized that its large and complex portfolio of brands and product names is difficult to understand by the markets and customers that Henkel serves, according to the statement.
Loctite is Henkel’s brand for engineered, high performance adhesive, sealant and coating solutions, Bonderite represents Henkel’s surface technology solutions for manufacturing processes, Technomelt is for hot melt adhesives designed for application and production processes, Terosonis used for bonding, sealing, coating and reinforcing in automotive body and vehicle repair and maintenance applications ( VRM) and Aquence is for sustainable water-based adhesive solutions.
This rebranding exercise of Henkel will only modify the product naming. There would be no changes to the product composition, chemical formulation or the article codes of the products, the statement said.
《Henkel Adhesive Technologies rebrands products to simplify product portfolio》：
CHENNAI: Henkel Adhesive Technologies, a maker of adhesives, sealants and surface treatments, has rebranded its products to organize its growing product portfolio, a statement from the company has said.
The company has created five new clusters – Loctite, Bonderite, Technomelt, Teroson and Aquence – based on the use of the product.
As a result of numerous acquisitions, Henkel’s portfolio of brands has grown but this varied range has also made its brand portfolio complex. A recent survey by Henkel emphasized that its large and complex portfolio of brands and product names is difficult to understand by the markets and customers that Henkel serves, according to the statement.
Loctite is Henkel’s brand for engineered, high performance adhesive, sealant and coating solutions, Bonderite represents Henkel’s surface technology solutions for manufacturing processes, Technomelt is for hot melt adhesives designed for application and production processes, Terosonis used for bonding, sealing, coating and reinforcing in automotive body and vehicle repair and maintenance applications ( VRM) and Aquence is for sustainable water-based adhesive solutions.
This rebranding exercise of Henkel will only modify the product naming. There would be no changes to the product composition, chemical formulation or the article codes of the products, the statement said.