Industrial Branding
Presentation By
Siddarth Patel
(46)
Shefali Gorakhpuri (20)
Jignesh Malkan
(31)
Renuka Thakarda (56)
Sunil Patel
(47)
Arti Bhatia
(4)
Branding
• A strong brand
– the expression of what a company stands for
– has real value in providing differentiation in the marketplace.
• Developing a strong brand takes
– focus and consistency.
• Branding is finding simple, yet powerful, differentiators and
communicating them to customers, partners, suppliers,
employees and other communities.
• Great brands are built on a clear, simple set of ideas.
• These ideas act as an effective platform for all brand
communication and create an emotional tie with all the
brand’s audiences.
Aker Solutions in brief
• A leading global provider of
engineering and
construction, technology
products, execution,
service and integrated
solutions
– Oil and gas
– Process industry
• Approximately 30,000
employees in around 30
countries
• Royalty Costs IP - > NOK 10
MM
Revenues NOK 58.3 billion
(12 months to 30 June 2009)
20000
10000
0
ED&S
Subsea
P&T
P&C
EBITDA NOK 3.6 billion
(12 months to 30 June 2009)
2000
1500
1000
500
0
-500
Subsea
ED&S
P&T
P&C
• Brand value – Clarity, Innovation & Drive
• Brand Promise – Delivery, quality &
predictability
• Brand Image – Preferred partner (Ability to solve
complex problems on a global scale with a highly committed
team)
What the logo communicates
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Clarity and precision
Source of energy and innovation
Logical and structured
Embodies depth and suggests focus
Invokes movement, suggesting new directions
Weight of wordmark:
– Bold = stable, solid, predictable
– Lighter = new thinking, energy and agility
• Colour:
– The new petroleum blue and steely grey evoke a
professional attitude,
– Bright orange accents our fresh, dynamic palette.
Brand Levels
Branding Application: Level 1 (Core)
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Core/ Corporate Level
Exclusive to corporate & executed by
design professionals
Strict rules apply to application of
brand
Core Branding not open for
Customisation
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Letterhead
Business Cards
Envelopes
PPT
Signage Programme
Internet
Just Care TM
Values
Powered to
perform
Values
Business Cards, Letter Heads, ppt
Powered to perform - General Brochure
Brand Application Level 2
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• Supporting / Environment
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Template based
Professionally designed solutions can
be populated and applied throughout
the Organization
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Uniforms
Helmets
Flags
Values (Collaterals)
Attitude is Everything (Global
Programme)
Intranet
Rollups
Solutions Magazine
Interior Signage in lobby / plasma
Flag
Kiosk
Magazines
Ad
Signage Exterior & interior
White & Orange painted on dark
buildings & backgrounds
Signage Exterior & interior
Reception Area & Lobby
Vinyl n aluminum or steel plate
Directional Signage
Roll ups
Level 3: Activities & Campaigns
Greatest Flexibility & Freedom
Application with very specific
audience
Shorter life cycles
Applications need to agreed
with communications
representative
• Event/ Trade show design &
graphics
• Regional Recruitment Programs
• Just Care (collateral)
• Giveaways / leaflets
• Banners
• Regional newsletters
Posters
Trade Fairs
Recruitment Campaigns & Print Ad’s
Benefits
• Command Price Premium
• Trust, confidence & comfort
• One Aker approach across the SBU’s
– Win new business & vendors
– Help in Joint Ventures & Alliancing
• Attract & retain talent (churn < 6%)
Case Study
2
(BEYOND ENGINEERING)
LARSEN & TOUBRO
It’s all about Imagineering
L&T
• 1938 - Danish engineers, Henning Holck-Larsen
and Soren Kristian Toubro
• USD 8.5 billion company
• L&T - technology, engineering, construction and
manufacturing company
OVERVIEW
• Larsen & Toubro Limited (L&T) is a technology,
engineering, construction and manufacturing company. It
is one of the largest and most respected companies in
India's private sector.
• Seven decades of a strong, customer-focused approach and
the continuous quest for world-class quality have enabled it to
attain and sustain leadership in all its major lines of business.
• L&T has an international presence, with a global spread of
offices. A thrust on international business has seen overseas
earnings grow significantly. It continues to grow its overseas
manufacturing footprint, with facilities in China and the Gulf
region.
• L&T believes that progress must be achieved in harmony with
the environment. A commitment to community welfare and
environmental protection are an integral part of the corporate
vision.
• Customer-focused approach and the continuous
quest for world-class quality have enabled it to
attain and sustain leadership in all its major lines
of business.
• The company's businesses are supported by a
wide marketing and distribution network, and
have established a reputation for strong
customer support.
HISTORY IN A NUTSHELL
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1938, the two friends decided to forgo the
comforts of working in Europe, and started their
own operation in India.
With the start of the Second World War in 1939,
imports were restricted, compelling them to start a
small work-shop to undertake jobs and provide
service facilities.
Germany's invasion of Denmark in 1940 stopped
supplies of Danish products. They started
manufacturing dairy equipment indigenously.
These products proved to be a success, and L&T
came to be recognized as a reliable fabricator with
high standards.
In 1944, ECC was incorporated. Around then, L&T
decided to build a portfolio of foreign
collaborations.
In 1945, L&T signed an agreement with Caterpillar
Tractor Company, USA, for marketing earthmoving
equipment.
On 7th February 1946, Larsen & Toubro Private
Limited was born.
In 1948, fifty-five acres of undeveloped marsh and
jungle was acquired in Powai.
In December 1950, L&T became a Public Company
with a paid-up capital of Rs.2 million. The sales
turnover in that year was Rs.10.9 million
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In 1956, a major part of the company's Bombay
office moved to ICI House in Ballard Estate. A
decade later this imposing grey-stone building was
purchased by L&T, and renamed as L&T House - its
Corporate Office.
The sixties saw a significant change at L&T - S. K.
Toubro retired from active management in 1962
The sixties were also a decade of rapid growth for
the company, and witnessed the formation of
many new ventures: UTMAL (set up in 1960),
Audco India Limited (1961), Eutectic Welding
Alloys (1962) and TENGL (1963).
By 1964, L&T had widened its capabilities to
include some of the best technologies in the
world. In the decade that followed, the company
grew rapidly, and by 1973 had become one of the
Top-25 Indian companies
In 1976, Holck-Larsen was awarded the Magsaysay
Award for International Understanding in
recognition of his contribution to India's industrial
development. He retired as Chairman in 1978.
Today, L&T is one of India's biggest and best known
industrial organisations with a reputation for
technological excellence, high quality of products
and services, and strong customer orientation. It is
also taking steps to grow its international
presence.
SUBSIDARIES AND ASSOCIATES
The L&T Group has a number of
subsidiaries & associates worldwide
• Engineering and construction
• Machinery and Industrial products
• Information Technology
• Financial Services
Building a Strong Brand
'It's all about Imagineering'
Reflects the sharpening focus on
knowledge-intensive businesses as the
company migrates to the upper end of the
technology spectrum.
Branding Elements
For - Brand differentiation & Brand recognition.
• Comprises two elements –
– the monogram and
– the name of the company in its distinctive typeface.
• The L&T monogram, when used independently, virtually symbolizes the
organization.
• Geometrical precision, clarity and ease of identification.
• Its sharp contours reflect the precision that is a hallmark of L&T's
products.
• The 60 degree tilt of the letters 'L' and 'T' suggest dynamism and a
continuing forward thrust.
• Designed by a Danish engineer - Otto Begtrup-Hansen in the early 40's
when L&T began its foray into manufacturing.
• The monogram featured on a host of products - from tiny switchgear to the
worlds biggest FCC regenerator.
• Wherever it is seen, it has come to be associated with the values that the
Company stands for - quality, trust and reliability
At The Core something of impeccable value
• The L&T vision reflects the
collective goal of the
company. It was drafted
through a large scale
interactive process which
engaged employees at every
level, worldwide.
CORPORATE SOCIAL RESPONSIBILITIES
Brand Promotion and Building Confidence among all Stakeholders
• L&T believes that the true and full measure of growth, success and
progress lies beyond balance sheets or conventional economic
indices.
• It is best reflected in the difference that business and industry
make to the lives of people. Through its social investments, L&T
addresses the needs of communities residing in the vicinity of its
facilities, taking sustainable initiatives in the areas of heath,
education, environment conservation, infrastructure and
community development.
• The company proactively provides assistance in situations such as
natural calamities and assists victims of nature's fury or social
neglect. Many social initiatives are undertaken in partnership with
government agencies and NGOs.
Delivering Promise
“ We feel very proud to have contributed significantly to realizing India’s
dream of an indigenous nuclear submarine “ – A.M. Naik CMD
BUILDING CREDIBILITY
Achievements
1. The World's largest Tubular Reactor for a petrochemical plant
2. The world's largest Continuous Catalyst Reactor
3. The world's largest Fluid Catalytic Cracking Regenerator
4. The world's longest Product Splitter
5. The world's longest LPG pipeline
6. Asia's highest Viaduct
7. The first to offer electrical distribution products & systems engineered for
tropical environments
8. India's first indigenous Hydrocracker Reactor
9. India's first open sea jetty
10. India's biggest Offshore Oil Platform
11. India's longest Coal Conveyor
12. India's widest range of Low Tension Electrical Switchgear
AWARDS & RECOGNITION
• MAJOR AWARDS IN
THE YEAR 2007-08
-IMC Ramkrishna Bajaj
National Quality Award
-Amity Corporate Excellence
Award 2007
-ICAI Award
-National Top Exporters Trophy
-Emerging Global Company
Award
Employee Loyalty
• L&T's work culture gives the right opportunity & freedom to work that
makes us to express our individual potential to perform with right
motivation.
• L&T's work culture is a family of team members with strong people
orientation.
• L&T's workplace is an ideal equilibrium of work and personal life
• The environment offers a dynamic and exciting workplace and has ample
opportunity and freedom to learn and apply new technologies. It is truly a
place for all who have the zeal within them to achieve new heights
• L&T provides a dynamic, goal-driven, highly motivating environment. The
company has a clear, pragmatic vision for itself and its staff and is always
evolving and adapting to the latest trends.
Source : Employee interviews www.lntees.com
Creating Aura of Safety, Reliability and Quality offers Security
 Feel Good and Performance

• Early adopters of the latest solutions in Information
Technology
• Business applications including ERPs and Internet
enabled systems.
– L&T Infotech as Worldwide Certified Partner of Oracle
Corp.
– J.D Edwards
– SAP
• IT Governance and Risk Management framework
focuses on IT- business alignment, value delivery, IT
performance & metrics, support and information
security.
• An Enterprise Disaster Recovery center has been set
up, and is being operationalised for ensuring
business continuity.
Vendor Relationship
Strengthening Vendor Supplier
Relationship , Strengthens Brand
To Streamline Operations, reduce lead time
Stronger bonding with suppliers
 MES – Manufacturing Execution System – Automate
business flow from order to completion, Real time
tracking and manufacturing, WIP etc
 EProcuremate – to automate RFQ,Order, Invoice
Shipping, PO, Payments. 300+ Vendors benefiting by
using this application
Integration of Technology to benefit
Customers as well as Suppliers
• L&T's Heavy Engineering Division manufactures customized
industrial-grade machinery for global clients.
• Aim is to reduce the time to deliver the finished goods from
16 months to 10 months.
• Deployed a Product Lifecycle Management tool from Baan.
• L&T now enjoys 30 percent betterment in delivery
performance, rise in export content by 60 per cent
• Range of other enterprise applications including the Baan
Enterprise system and iBaan Supply Chain Scheduler to help
automate the scheduling process thus enabling suppliers to
leverage the benefits to streamline supply
L&T's Brand Building Advertisements on
CNBC
• As a part of corporate brand building plans,
L&T has produced a series of TV commercials
on its business verticals.
• Each TV commercial shows some of its
business offerings, and highlights the role that
L&T plays in everyday lives.
• The commercials were telecast on CNBC India's leading business channel till December
26, 2008.
L&T ads released in mainline publications recently:
Other Promotional Activities
• L&T's ad campaign released in mainline
publications and on outdoor media
nationwide describe the new tagline of the
company - It's all about Imagineering.
To Summarize
Brand Power - Dominance
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Leader since decades
Trust throughout Value chain
Loyal Employees
CSR
State of the art Product & Service
After Sales Service
Tech edge
Case Study 3
EFTEC LOGO
EMS TOGO
Technology, Service, Relationship,
Trust, Loyalty
H B FULLER
EFTEC’s WORLDWIDE PRESENCE
EFTEC Headquarters
Romanshorn / Switzerland
Russia
D PLAST-EFTEC
RT
Ukraine
ZAO Plastol
Switzerland
EFTEC AG
Taylor MI
EFTEC L.L.C
Farmington MI
AUTOTEK Sealants
Inc.
Belgium
EFTEC
UK N.V.
EFTEC Ltd.
Germany
EFTEC Engineering
GmbH
Taylor MI
EFTEC L.L.C France
EFTEC
Dayton OH
Sarl.
EFTEC L.L.C
Spain
EFTEC SA
Italy
Chemetall
Mexico
EFTEC
Placosa
Panama
EFTEC S.A.
Venezuela
Plastidrica
Ecuador
Secapol
Turkey
Chemetall
Brazil
EFTEC
Cipatex
Brazil
EFTEC Ltda.
Argentina
Plastilit
• Subsidiaries
• Joint Venture
Licensee
• Partner
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China
Changchun EFTEC
Russia
D PLAST-EFTEC
NN
South Korea
Buhmwoo Co.
Ltd.
Czech Republic
D PLAST-EFTEC,
a.s.
Slovak Republic
D PLAST-EFTEC
SK
Slovenia
D PLAST-EFTEC
SL
China
Rep Office
Iran
Goharfam Co.
Malaysia
Kumpulan
Kesuma Sdn Bhd
India
EFTEC Shroff
Ltd.
Thailand
EFTEC Co.
Ltd.
South Africa
Chemetall
Indonesia
P.T. Tuffindo
Raya
Japan
NITTOKU
Japan
SUNSTA
R
China
Shanghai
EFTEC
Taiwan
Tuffco
Ltd.
China
Foshan
EFTEC
Vietnam
Vietgemphil
Corp.
ABOUT EFTEC
•
A close partner of the automotive industry from the
manufacturing level to the After Market level , thus offering
value added services to the customer.
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Specialist in Bonding, Coating and Sealing
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Complete Range of Products at OEM
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Manufacturing of PVC & EPOXY based adhesives,
Elastomers, Acrylic coatings and Anticorrosion waxes
EFTEC - USP
+
+
Material
Application
Service
•Transfer of total process function to an expert
•Optimized balance between material and application unit
•Service done by special trained people
•Less process costs for the Car Manufacturer
EFTEC V/s COMPETITORS
EFTEC
HENKEL
ANBOND ESSEX
PRODUCTS RANGE
COMPLETE RANGE OF
PRODUCTS
WAX BASED
PRODUCTS
WAX BASED &
ELASTOMER
APPLICATION SYSTEM
YES (NO.1)
NO
NO
TECHNOLOGY / INNOVATION
YES
NO
NO
AFTERMARKET SERVICE
YES
NO
NO
PRICE
COST LEADERS
COMPETITIVE PRICE
COMPETITIVE
PRICE
EXPERT STAFF
YES
YES
YES
CERTIFICATION
ISO 14000 & TS 16949
ISO 14000 & TS 16949
ISO 14000 & TS
BRAND POWER
EFTEC is preferred partner for OEM customer
Specialist in Bonding, Coating and Sealing
Innovative Products
No. 1 in Application System.
After market Service
BRAND PROMOTION
• SEMINARS
• NEWS ARTICLE IN AUTOMOBILE MAGAZINE
• UPDATE CUSTOMER THROUGH TECHNOLOGY
DAYS
OEM CUSTOMERS IN INDIA
GLOBAL CUSTOMER
THANK YOU