Abstract
AkzoNobel, once merged from AKZO and Nobel Industries in 1994, is a multinational company which is active in more than 80 countries. It is active in the markets of decorative paints, performance coatings and specialty chemicals and it has recently moved its headquarters from Arnhem to Amsterdam. It employs about 60,000 people all over the world and its sales in 2007 were up to 14 billion. In 2007, AkzoNobel sold Organon Pharmaceutical Business for about 11 billion to Schering-Plough. In 2008, AkzoNobel acquired ICI (Imperial Chemical Industries), one of its main competitors. AkzoNobel is now the world's largest coatings manufacturer, the number one in decorative paints and a leading supplier of specialty chemicals. The question we would like to answer in this report is: How could AkzoNobel achieve to hold or even enlarge this leading position? On April 25th, 2008, AkzoNobel unveiled a new corporate brand and identity. The company created one, distinctive global brand which supports their highly focused strategic vision. The new brand symbolizes the fundamental transformation the organization has undergone during the last few years and the determination of the company to lead change.
