The Sika brand stands for quality, innovation, and services

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. Both the word “Sika” and the logo, with its familiar red and yellow hues, have been successfully launched and are readily accepted across all cultural boundaries.

Worldwide trademark protection

Given the high awareness of the Sika brand, particularly the graphic trademark, the company attaches great importance to the consistent and standardized use of the logo, and verifies compliance with the associated corporate image guidelines. Customers throughout the world can rest assured that they will receive Sika quality and service wherever they see the Sika logo. The various attempts in recent years, to copy the logo only serve to underline its enormous intangible value for the company. In 2015, Sika was placed 39th on the Interbrand and BILANZ list of “Best Swiss Brands 2015”.

The Sika umbrella brand and together with some 838 Sika product trademarks, such as Sikaflex®, Sika® ViscoCrete®, SikaBond®, and 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 10,469 trademark registrations in 163 countries at the end of 2015. Sika continuously monitors its trademarks and takes consistent legal action in cases of infringement.

Corporate Identity

The rollout of Sika’s revamped corporate identity in spring 2013 gave the company’s public face a fresh and modern look. The aim of the lengthy 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 2015, focusing primarily on the packaging layout and also enhancements to web applications.

Building Trust

Sika has successfully integrated the “Building Trust” tagline into its communication activities. The implications of this pledge for Sika’s brand positioning can be described as follows:

“Specialty chemicals is our business and trust ist 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, sustainable, and long lasting solutions to our customers in the contruction, building as well as 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 andpartners, 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.
Building Trust.”

Corporate Culture

Corporate culture 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. These attributes were defined as an operational standard at numerous management events and workshops at all hierarchical levels for individual workplaces in the year under review, and today they shape the awareness of Sika employees. Various Sika teams demonstrate how intensively interdisciplinary collaboration defines everyday life at Sika.