2009 - Jaarverslag

technology. Applications no longer have to be installed on each PC, butare provided from a central server. That leads to further cost reduction,consolidation and standardisation of systems. TenCate will use thistechnology in the rollout of Cognos Controller.CORPORATE INTELLECTUAL PROPERTYThe market groups within TenCate conduct an independent brandpolicy and patent management within the framework specified by theholding company.BRANDSTenCate conducts an industrial brand policy within an overall brandarchitecture. This provides the basis for the strategic marketing in thevalue chain. During the rebranding in 2006, structural choices weremade on the global or continental deployment of product brands of theTenCate market groups. The derivative brand portfolio policy is closelyassociated with the product differentiation cornerstone from theTenCate business model.The product logos consist of the TenCate corporate brand with theproduct brand of the respective market group and the corporate Credo‘Materials that make a difference’. Each market group uses families ofbrands as far as possible.A good example of brand awareness and brand loyalty came last yearthrough TenCate Protective Fabrics with the TenCate Defender Mbrand for inherently heat- and flame-retardant fabrics in militaryuniforms. In United States, this product’s reputation was evenmentioned in the Senate and on broadcast stations such as CNN.TenCate’s industrial brand policy was further strengthened in 2009.With the introduction of two corporate labels – TenCate Materializedat product level – and Powered by TenCate at company level – theTenCate materials and solutions used by third parties in the value chainwill be made more visible to end-users. At the end of 2009 the firstagreements were entered into with TigerTurf (supplier of synthetic turfpitches) for the use of the Powered by TenCate business label.In October 2009, it became known that TenCate was among the top 50listed Dutch companies with the most valuable brands. TenCate ranks46th with the value of its brand portfolio reaching € 100 million.The value of the corporate brand is estimated at € 83 million. Thebrand rating has been assessed at A+ (extra strong). (Source: BrandFinance, Dutch Top50, Report on the Netherlands most valuablebrands).A brands overview available digitally on the TenCate internet site.In the years ahead, care will be taken to strengthen of the role of thecorporate brand further in order to promote the identity, transparencyand reputation of the company as a whole and fulfil the brandpromises.PATENTSTenCate conducts an active patent policy to protect technologicalknowledge and skill with regard to growing number of innovations,based on the TenCate business model and the TenCate technologyroadmap.Annual Report 2009 71