Identity Fuels Innovation
Branding lends products a distinct identity and associates them with a specific set of values. This fact was recognized early in Sika’s history by founder Kaspar Winkler, who coined the company’s name and designed its logo. Having changed only slightly since its creation, the logo epitomizes continuity and solidity, and it is recognized across the world as synonymous with innovation, quality, and service.
The combined word/picture trademark has proved a valuable global asset during the Sika Group’s decades-long expansion. It has been successfully launched and is readily accepted across all cultural boundaries. Customers throughout the world can rest assured that they will receive Sika quality and service wherever they see the Sika logo.
Given the heightened awareness of the Sika brand, particularly the graphic word trademark, the company attaches high priority to a consistent and standardized use of the logo and the associated corporate image guidelines, and verifies compliance with them. The various attempts, in recent years, to copy the logo only serve to underline its enormous intangible value for the company.
The Sika umbrella brand, and some 930 Sika product trademarks, such as Sika ViscoCrete®, SikaBond®, or Sikaflex®, sharpen the company’s competitive edge. Hence the crucial role of trademark protection as a management task, performed both globally at Group level and locally at national level. In total, Sika held 11,383 trademark registrations in 165 countries at the end of 2018. Sika continuously monitors its trademarks and takes appropriate legal action in cases of infringement.
The three attributes that form the backbone of the Sika brand personality are pioneering, team-oriented, and committed. Today they shape the awareness of Sika employees worldwide.
Experiencing the Sika Brand
Sika successfully integrates the “Building Trust” tagline into its communication strategy. The implications of this pledge for Sika’s brand positioning can be described as follows:
“Specialty chemicals are our business and trust is the foundation of our success. For more than a century, we have focused on the quality of our products while constantly bringing to our industry a spirit of reinvention. We are committed to delivering reliable, innovative, and long-lasting solutions to our customers in the construction, building, and manufacturing industries.
This truly represents the value and the impact of the full range of Sika’s core competencies: sealing, bonding, damping, reinforcing, and protecting. Willing and able to meet future challenges of our clients and partners, we provide innovative products with added value, comprehensive services, expert answers, wellfounded training, and custom-designed solutions. We’re proud of our achievements and eager to prove ourselves that Sika provides a seal of quality you can rely on.
- Committed to excellence.
- Inspired by innovation.
- Building Trust.”