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
Over time, Nordson has acquired companies with brand names that hold considerable value in the marketplace. Historically, these brand names have largely stood alone, with only a minimal link to the greater Nordson organization.

In an effort to accelerate the continued long term success of our organization and leverage all of its assets, Nordson's executive management team has adopted a master brand/sub-brand strategy in which approved sub-brands (such as ASYMTEK 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:

• a transition from multiple and unlinked business identities to one that is stronger and more unified
• greater alignment of purpose and culture across all Nordson businesses
• greater recognition in the market place of Nordson's complete capabilities
• greater cross selling and prospecting potential across Nordson businesses
• greater 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:

In writing, these sub-brands should always be represented with the word Nordson initially capitalized and the sub-brand name in ALL CAPITALS:

Nordson EFD
Nordson ELECTRONICS SOLUTIONS
Nordson MEASUREMENT & CONTROL SOLUTIONS
Nordson MEDICAL
Nordson TEST & INSPECTION

The complete Nordson SUB-BRAND format should be used every time the name is used. In most cases it should not be shortened to just EFD or TEST & INSPECTION, for example.

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:

	Business descriptions: Names such as Adhesive Dispensing Systems, Advanced Technology Systems, Industrial Coating & Automotive Systems, Nonwovens, or Powder Coating Systems are descriptive of parts of Nordson's organization. It is fine to use these names as necessary in writing to aid in understanding a particular aspect of Nordson. Visually, these should be represented by the stand alone Nordson logo.
	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.