Keywords
Citation
(2004), "Molykote introduces new brand identity to reflect global customer needs", Industrial Lubrication and Tribology, Vol. 56 No. 5. https://doi.org/10.1108/ilt.2004.01856eab.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited
Molykote introduces new brand identity to reflect global customer needs
Molykote introduces new brand identity to reflect global customer needs
Keywords: Molykote, Lubricants, Packaging, Brand image
To better serve its global customer base, Dow Corning is introducing a new identity for its Molykote brand of automotive, food and beverage and industrial lubricant products and services. The new identity serves to unify the brand name and packaging design (Plate 1).
Plate 1
Molykote® introduces new brand identity
“The new Molykote look is designed in a more modern and globally consistent style conveying our strengths of providing lubricant expertise, trusted performance, a complete line of products and services, and smart lubrication solutions for our customers”, said Randall Rozin, Molykote Global Brand Manager. “Only the packaging is changing. The product formulations remain the same exceptional quality and consistency customers have come to rely on for nearly 60 years”.
An innovative packaging design, including an “extended content” label in Europe, allows Molykote to offer more local languages for its products around the world – up to 20 in Europe, four in Asia and four in the America.
To enable customers to simplify their specification process, most lubricant products currently branded under the Dow Corning label will be marketed under the Motykote brand.
“The global harmonization of our brand names, product descriptions and visual identity will result in more efficient marketing and communications, resulting in improved ease-of-use by our customers and distributors alike”, Rozin said.
For more information about Dow Corning's complete line of Molykote high-performance industrial lubricants, E-mail: industrial@dowcorning.com or visit the Web site: www.Molykote.com