Rebranding in the Chemical Industry

Brief research on branding in the chemical industry with case examples of global leaders

Traditionally, the role of industrial brands was minimal. The low differentiation of products and the significant impact of overall economic conditions made branding an insignificant sales factor. Today, the complexity of production demands greater effort in market communication, and the increased importance of service makes branding critical for corporate communications.Here are a few examples of rebranding by global leaders in the chemical industry:

DuPont

The brand design remained unchanged since its founding in 1909. However, the merger with Dow and the subsequent division of shared assets into three affiliated organizations required clarity in defining their interrelationships. In 2018, a refreshed image for the specialty products division, inheriting the DuPont name, was introduced.

Akzo Nobel

The sale of its pharmaceutical division and the acquisition of competitor ICI, one of the largest chemical manufacturers in the world, were marked by the launch of a new corporate brand, Akzo Nobel. This rebranding was intended to signify fundamental transformations and a commitment to change.

Air Liquide

The acquisition of Airgas marked a new chapter in Air Liquide's history, which shifted its strategy to focus on meeting consumer needs. The brand is now positioned as expert and innovative, closely connected to its stakeholders, and open to all external audiences.

We at Electric Brand Consultants have extensive experience in rebranding within the industrial and manufacturing sectors.