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EM Industries announces new company, brand name. (Fresh Ink).

EM Industries, Inc. announced that effective Jan. 1, it would officially begin to conduct business under its new name EMD Chemicals Inc.

A spokesperson for the company said the changes were taking place "as part of a global branding strategy being implemented by their parent company, Merck KGaA, Darmstadt, Germany, to unify and strengthen its market presence worldwide."

In the U.S. and Canada, rights to the "Merck" name belong to the pharmaceutical company Merck & Co. Throughout the rest of the world, Merck KGaA, Darmstadt, Germany has the rights to the "Merck" name. As part of this new global strategy, Merck KGaA, Darmstadt, Germany is uniting all its North American operations under the umbrella brand EMD.

"To start with, there has always been some confusion in our markets because of the 'Merck' name," said Douglas S. Brown, president and CEO of EM Industries.

EM Industries, Inc. consists of an industrial pigments division, Rona, a cosmetics business unit, and a life science products division as well as including the business EM Science with its analytics and reagents Division.

"As one of the Merck, KGaA, Darmstadt, Germany operating companies in North America, it has been difficult for us to communicate to our customers and the market exactly who and how strong a global organization we really are," he continued. "Our parent, Merck KGaA, recognized the need for a more powerful, unified presence worldwide and for a visible, unified business structure in the U.S. and Canada. As the 'Merck' name has tremendous value to us in the ROW (rest of world), a dual brand global strategy was developed. Merck, KGaA, Darmstadt, Germany has created a new corporate logo and identity guidelines for the ROW that mirror that of our new brand EMD. The logos themselves tell the story much more quickly."

"As many of our U.S. and Canadian customers have global operations, these changes will strengthen not only our presence but also help us build stronger alliances with our customer base worldwide, as well as address the 'Merck' name issue," Mr. Brown said.

Keeping in line with maintaining a global philosophy, its Afflair mica pigment product line, which is known as Iriodin Effect Pigments in the rest of the world, will be changed to reflect the Iriodin brand name. In addition, all their product descriptions will be harmonized to ensure uniformity within their product lines. The change will allow them to operate at optimum efficiencies and with no confusion in their global markets.
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Publication:Ink World
Geographic Code:4EUGE
Date:Dec 1, 2002
Words:412
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