Case | HBS Case Collection | June 1985

Henkel Group: Umbrella Branding and Globalization Decisions

by Robert J. Dolan


Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

Keywords: Brands and Branding; Marketing Strategy; Globalization; Expansion; Consumer Products Industry;


Dolan, Robert J. "Henkel Group: Umbrella Branding and Globalization Decisions." Harvard Business School Case 585-185, June 1985.