What is the Nordson brand?
The Nordson brand is much more than our company name or our logo.
When we speak of the Nordson brand, we are speaking of the perception and reputation of Nordson in the minds of all the stakeholders we serve. The Nordson brand is continuously being built through our attitudes, our beliefs, and our way of doing business, and it is communicated through the way the company looks, acts and speaks.
The Nordson brand is a powerful intangible asset and a key element that distinguishes us from our competitors. It must be continually nourished and protected over time. By maintaining a strong brand, Nordson positions itself to enjoy a multitude of possible benefits including higher margins; greater customer loyalty; higher valuations from investors; ability to attract and retain talent; goodwill in times of crisis; ability to acquire companies; and many others.
Throughout these guidelines, when we speak of the Nordson brand, we speak of all Nordson businesses worldwide, regardless of product or location. Over time, Nordson has grown in part through acquisition. This has resulted in a number of valuable brands (such as EFD, Asymtek, or Dage for example) becoming part of the Nordson portfolio. Historically, these brands have largely been left to stand alone with only a minimal connection to the Nordson master brand. Going forward, these brands will continue to exist, but will be linked to the Nordson master brand much more closely and consistently. Our ongoing strategy will be to leverage the strengths of these brands to make the Nordson brand stronger worldwide, and vice versa. The treatment of these brands, and the integration of future acquired brands, is described at length throughout this site. Bear in mind that Nordson is a single company, with all employees and businesses part of the greater whole.
This Nordson Brand Management Web Site is a starting point for understanding, growing and protecting the Nordson brand.
At the heart of the Nordson brand are three key elements: