Henkel has been presented with the prestigious PR Report Award in recognition of its corporate brand communications strategy in the “Long-term PR Strategy” category. The prize was awarded for the systematic strategy for the long-term establishment and strengthening of the Henkel corporate brand worldwide. This is the sixth time that specialist trade magazine “PR Report” has recognized outstanding communication campaigns in the German public relations industry.
The PR Report Awards were presented in Berlin yesterday for the sixth time. The most successful experts and communications campaigns of the German-speaking PR industry were honored at a gala award ceremony attended by some 550 invited guests. Henkel received the prestigious award in the “Long-term PR Strategy” category. Over 300 applications were registered with this year’s PR Report Awards.
In 2002, Henkel launched a systematic communications initiative to establish and strengthen the Henkel corporate brand. The basis for this was the company’s corporate vision: “Henkel is a leader with brands and technologies that make people’s lives easier, better and more beautiful.” As an internationally operating company Henkel is active on all continents with a total of 750 product brands for consumers and industrial customers. It is therefore all the more important to develop an unmistakable corporate identity and a uniform global appearance. Accordingly, the creation of an international corporate brand involves a standard worldwide corporate design, corporate logo and the claim “A Brand like a Friend”. “We are delighted at the award and the recognition from the industry. This proves that our strategy for establishing a global corporate brand has always been and still is a winning one”, says Ernst Primosch, Corporate Vice President and Head of Corporate Communications at Henkel. “We have been able to increase the value of the Henkel corporate brand substantially over the last few years.”
According to a study conducted by BBDO Consulting, the value of the Henkel corporate brand increased from 3.6 billion euros in 2001 to 6.7 billion euros in 2007, an increase of 85 percent.