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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 EMD Electromechanical dissociation, see there  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 This article needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. , 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 North American operation Surgical oncology Radical surgery of a 'frozen pelvis', consisting of radical en bloc resection of the uterus and urinary bladder. See 'Frozen pelvis.'. Cf 'All-American' and 'South American' operations.  under the umbrella brand An umbrella brand is a brand that covers diverse kinds of products which are more or less related.

It applies also to any company that is identified only by its brand and history. Such a company now only acts as designer and distributor.

"To start with, there has always been some confusion in our markets because of the 'Merck' name," said Douglas S. Brown, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board.  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 North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , 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 Global Operations is a first-person shooter computer game developed by Barking Dog Studios and published by both Crave Entertainment and Electronic Arts. It was released in March of 2002, following its public multiplayer beta version which contained only the Quebec map. , 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 har·mo·nize  
v. har·mo·nized, har·mo·niz·ing, har·mo·niz·es
1. To bring or come into agreement or harmony. See Synonyms at agree.

2. Music To provide harmony for (a melody).
 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
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