Move is part of a marketing initiative the company is calling 'The Chemistry Inside Innovation.'
Specialty chemical company Celanese said Oct. 1 it is simplifying its brand architecture to capture in a single brand the full suite of Celanese technology, resources, products and solutions. The change moves Celanese toward achieving its vision of becoming the first-choice chemistry solution source for its customers, the company said.
Historically, Celanese was represented by separate businesses, such EVA performance polymers, Nutrinova and Ticona engineering polymers. Each of these names will be replaced by Celanese.
The move is part of a marketing initiative the company is calling The Chemistry Inside Innovation. Thechemistry inside innovation™’.”
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