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With strong brands and market leadership come many advantages.
Among them are the ability to command premium pricing, shorten sales
cycles due to awareness, gain repeat purchases because of loyalty, and
lower costs for raw materials through economies of scale. RPM has long
recognized these benefits and has thus made brand leadership a key
component to its growth strategy.
It carries out this strategy in a number of ways. One is to extend the reach
of RPM’s existing brands by bringing them to new markets and geographies,
such as Flowcrete’s recent entry into India. Another is to leverage the power
of existing brands by applying them to new products. A recent example is the
Transformations line of countertop and cabinet refinishing kits that carry the
Rust-Oleum moniker. Of course, brand leadership is also a key criterion as RPM
considers prospects for acquisition. In fact, a company’s brand, along with its
other intangible assets, can represent as much as 80 percent of its corporate
value, according to the United Nations’ World Intellectual Property Organization.
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Trademarks appearing in this annual report:
AD Firefilm®, Alumanation®, Bondz®, Bulls Eye 1-2-3®,
Bulls Eye Zero®, Cabinet Transformations®, Carboline®,
Countertop Transformations®, DAP®, Dynaflex 230®,
Dymonic®, Epoxy Shield®, EUCO®, Fibergrate®, i illbruck®,
illbruck®, Increte Systems®, Jomax®, Matacryl®, Mathys®,
MM Modern Masters®, NatureSeal®, Nullifire®, Okon®,
Pactan®, Paraseal®, Phenoseal®, Plasite®, Plastic
Wood®, Raincoat®, Rust-Oleum®, Stonhard®, Stops
Rust®, Tamms®, Testors®, Tremco®, Tremstop®, Tuff-
N-Dri®, Universal®, Vandex®, Varathane®, Watchdog
Waterproofing®, Watco®, Wood’s First Choice®,
Zerodraft®, Zinsser®
A Ascoat Industrial Floor Surfacing™, AD™,
Blackfriar™, Canam Building Envelope Specialists
Inc.™, Cave™, Chemtec Chemicals BV Producer
Of Advanced Technology™, DAP 3.0™, DIF™,
Deckshield™, Ecoloc Industrial and Commercial
Floor Systems™, FibreGrid Limited Creating A Safer
Environment™, Flexigel Decoro™, Flowcrete™,
HI Hummervoll Industribellegg AS™, Kemrock
Industries And Exports Limited™, Liquid
Elements™, Mantrose-Haeuser Co., Inc.™, Park
Dis¸ Ticaret A.S¸ . ™, Parks™, Pipeline & Drainage
Systems Ltd. Developing Pipeline & Drainage
Solutions™, Pitchmastic PmB™, PSI Fibers™,
R RadiantColor™, Republic Powdered Metals,
Inc.™, Rock Guard™, Super Diamond Clear™,
Tor™, Tremclad™, USL™, WTI™
Wolman is a registered trademark of
Arch Wood Protection, Inc. used under
a license by subsidiary corporations of
RPM International Inc.
Any marks appearing in this annual
report that are not the trademarks of
RPM International Inc. and its subsidiaries
are the property of their respective owners. |
