Henkel Group, a German producer of chemical products such as detergent and adhesives, is a company that is proud of its brand name reputation. In 1981 Gunther Von Briskorn, in charge of Henkels most important brands: Pritt and Pattex became very concerned with the performance of the products on an international level. Considering a radical new change to the companies brand strategy, Briskorn consulted with Wolfgang Heck, the product manager for Craftsman and Do It Yourself Household Adhesives, and Mr. Briskorns assistant, Herbert Tossing. After six months of research and fact finding, the group had a proposal that was a complete turnaround from that of Henkels traditional practices.
The proposal that was formed was to incorporate an umbrella technique, that is, to establish a marketing campaign to sell a variety of prod