Henkel’s new branding exercise to simplify product portfolio

Henkel-pic-1Henkel Adhesive Technologies India Private Ltd., the market leader in adhesives, sealants and surface treatments, 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 its brand portfolio complex.

This was confirmed through a survey recently conducted by Henkel, which clearly emphasized that the company’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 adhesives, sealants and coating solutions. Bonderite products represent Henkel’s surface technology solutions that create competitive advantage in the customers’ manufacturing processes. Technomelt is the company brand for hot melt adhesives designed for best results in application and production processes. Teroson is the company 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. The rebranding exercise will only modify the product naming. There will be no changes to the product composition, chemical formulation or the article codes of the products.