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Akzo Launches New Brand

11:38 AM MDT | May 7, 2008 | Chemical Week Editorial Staff

AkzoNobel has launched its new corporate brand following the company’s acquisition of ICI in January. Akzo says it decided to keep its name unchanged and, as previously announced, drop the ICI corporate name. Akzo says its name “commanded too much value, heritage, and respect for it to be discarded.” ICI’s Dulux and Glidden paint brand names will be retained, Akzo says. The company has also launched a new tag line, Tomorrow’s Answers Today. Akzo recently increased its estimate for annualized cost savings from the ICI deal by 20%, to...

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