Driving Brand Management Through Effective Band Equity Measurement

Stefan Binner
Bms Gmbs
and
Werner HoffmanWiebe
Henkel Adhesives


BONDS THE IMPOSSIBLE!

Adhesives go unnoticed by the general public for the most part, simply because they perform most of their work unseen. Nevertheless, their world is fascinating and often full of surprises (Guido De Keersmaecker, Executive Vice President, Henkel).

Adhesives are designed to join two parts and without them our world would literally fall apart. Without adhesives you could not use your mobile phone or your laptop. The chair you now sit on could not carry you and the floor in this room would not be fixed. Even the transfer to this conference would be different because without adhesives no aircraft would fly and no car would move.