The Sika brand stands for quality, innovation and service
Sika is a strong brand. It allows the Group to present a uniform identity in all target markets and with all products.
Sika as a brand
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. The considerable standing acquired by the Sika brand over the years is a tribute to this farsightedness. Having changed only slightly since its creation, the logo epitomizes continuity and solidity. It is recognized across the globe as synonymous with innovation, quality, and service. The combined word/picture trademark has proved a valuable asset throughout the world 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.
Worldwide trademark protection
Given the high 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. Sika ranked 39th in Interbrand’s Best Swiss Brands in 2016.
The Sika umbrella brand and some 833 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 10,911 trademark registrations in 165 countries at the end of 2016. Sika AG continuously monitors its trademarks and takes appropriate legal action in cases of infringement.
The rollout of Sika’s revamped corporate identity in 2013 gave the company’s public face a fresh and modern look. The aim of the corporate identity process preceding this was to achieve a clear-cut positioning of the brand based on uniform corporate design guidelines. Additional elements of these guidelines were rolled out in 2016, focusing primarily on the packaging layout and also enhancements to web applications.
CORPORATE CULTURE – MAKING AN IMPACT ON THE OUTSIDE AND THE INSIDE
The second core element of the Sika brand, alongside its positioning, is the brand personality. Three attributes form the backbone of this personality: pioneering, team-oriented and committed. Today they shape the awareness of Sika employees worldwide. To ensure that internal collaboration remains very strong in the digital age as well, in the year under review the possibilities offered by our social intranet were tapped into to create new perspectives. Complementing internal measures, employer branding campaigns have also been stepped up in external communications to make the Sika Spirit visible and tangible outside the company.
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, well-founded training, and custom-designed solutions. We’re proud of our achievements and eager to prove ourselves. Sika provides a seal of quality you can rely on.
Committed to excellence.
Inspired by innovation.