Master brand and sub-brands

Nordson Corporation's master, or parent, brand is Nordson, represented visually by the Nordson logo.

Master and Sub-brand Architecture

In an effort to ensure long term success of our organization and leverage all of its assets, Nordson has adopted a master brand/sub-brand strategy in which approved sub-brands (such as ELECTRONIC SOLUTIONS or EFD, for example) are now linked to the Nordson master brand in a much stronger and more consistent way than in the past. The benefits of this strategy include:

• building strong and unified brand
• alignment of purpose and culture across all Nordson businesses
• recognition in the market place of Nordson's complete capabilities
• greater cross selling and prospecting potential across Nordson businesses
• maximize our ability to recruit top-tier talent
• greater recognition among employees of career opportunities across Nordson businesses
• a more compelling story to the investment community
• stronger presence in the communities where Nordson operates
• a better approach for integrating acquired companies
• a leaner approach to our communication and marketing efforts, including the potential for cost reductions through more standardized work processes
• preservation of value gained from acquired brand names with strong equity
• greater consistency and professionalism in all communication efforts

Approved Sub-brands
Nordson's currently approved global sub-brands are illustrated below:

The approved Nordson sub-brands maintain their value because there are relatively few of them. Adding new sub-brands dilutes the value of existing sub-brands and ultimately the Nordson master brand. For this reason, no new sub-brands will be added to the Nordson portfolio prior to successful completion of a brand audit and approval of Nordson Corporate Communications and the company's Chief Executive Officer.

Other Names that Are Not Sub-brands
There are a number of names Nordson uses in the course of doing business that are not sub-brands. These names can be used in describing our business or a product, but should never be used as part of the Nordson logo. They should never appear in all capital letters when written. The following are some examples:

	Countries and location may be used in addresses and other areas for clarity, but they should not be attached to the Nordson logo to make a new sub-brand.
	Markets of interest: There are several markets where various parts of the Nordson organization come together to offer a more complete solution than any single unit can alone. Examples include the Construction or Solar Energy or Electronics markets. These are important markets for Nordson, but typically they should not be turned into sub-brands. (Nordson MEDICAL is the lone approved exception to this rule and was developed to replace two acquired brands, Value Plastics and Micromedics. A comprehensive global strategy to accompany the new Nordson MEDICAL sub-brand was developed and approved by Corporate Communications and executive leadership.)
	Product brands such as Encore, Prodigy and ProBlue are an important part of the Nordson portfolio, but should not be attached to the Nordson logo. See guidelines for product labeling.