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IVL Branding Plan: Tactics

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General Printed MaterialsPrinted materials should all have a common design The following is a series of guidelines, not a professional brand book

A professionally made branding plan or just a brand book would assist every unit to follow these guidelines accurately covering:

Letterhead notepaperEnvelopesName cardsPowerPoint TemplatesPress Releases TemplateIVL StickersStandardized unit factsheetsThe BeaconIR newslettersContracts

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Letterheads

The form letterhead has no line below the logo

It is only in the footer that the group subsidiary will have its own company name, address and any legal requirement, such as registration/VAT number as required by law

The purpose of this design is to be clear and simple – too many other details would make the paper look messy

Sample

Letterheads: Dimensions

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Envelopes: dimensions

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Ultimate Aim of any global Company must be ONE identity

When ordering letterhead paper, 3 color printing should be required. However, in an office with no letterhead paper available, a Word template is available.If a color printer is unavailable, a black and white printer can be used with the template. You may need to adjust to ensure the watermark is not too dark and makes the text difficult to read.

First sheet to have logo and watermark Black and white pages are allowed

IVL: Contracts

All documents such as contracts should follow the same style

Inside sheets to have a watermark

Press Releases

The press release template contains all contact information

A guideline on the correct structure of a press release has been written

The reason the corporate logo is not in the background as a watermark is that besides email, releases are still sent out as faxes, whose quality is 150 dpi and nearly always monochrome. A watermark would block out much of the text

NamecardsThe best namecard is one uncluttered with a second logo

With an official design, including paper weight, colors and dimensions, there would be a substantial cost saving by publishing locally where possible

Examples of a locally printed namecards should be sent to head office for approval before being produced en masse

All namecards MUST be made from recycled PET

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Logo Colour Information

780 780

X

2 X

0.5 X

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Monochromatic Logos

In certain situations, three color logos are impractical, such as when the background is dark or when the logo is sewed. You may then use a monochromatic logo.

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PowerPoint Presentations and Periodicals

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Official Presentation Template

IVL has an official template for presentations. It is essential that everyone start using it.

The range of colors is deliberately restricted to maintain a brand “image” at all times.

The template was made in 2007 format and does need some “setting up” in PowerPoint 2003. Any problems, please contact Richard.

The Beacon

From a branding perspective, The Beacon needs to be more consistent. The Indorama Ventures logo should be used correctly at the top left and not be outlined or altered. This example has the old logo. The 2011 issues will have the new logo.Black and white logos are available as choices.The font should stick to Franklin Gothic Medium and Arial as in other corporate publications.The purpose of the Beacon is to raise stakeholder awareness of IVL and produce a feeling of closeness to the IVL family

Factsheets

Every production unit should have a factsheet about its business for marketing, PR and sales purposes. The same principles apply – Indorama Ventures logo prominent,, fonts are Arial, the IVL. Contact Sarunyu at HO

sarunyu@indorama.net as he has many already made.

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Measures to implement corporate branding internally and externally

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Planning a Distinctive Public Image

• Some confusion has been created about what is Indorama Ventures.

• Some believe it to be based in Indonesia, some think India

• Although we may correct this impression over many years, one wrong move by fraternal companies in Indonesia or India could hurt our reputation

• To avoid this, Indorama Ventures should have a clear and distinctive image and brand.

One method of creating a distinctive identity is to ensure the word Ventures is added to all mentions of Indorama. We must not assume outsiders know the relationship with other Indorama companies, and the “Indorama Group” is not legally part of Indorama Ventures.In all letters, notes and emails, write Indorama Ventures or IVL, not Indorama.Note that this new design was implemented December 31, 2010

5 year Objective

The long term objective is to have branding globally that is consistent with the branding planBranding will cover not only objects but people’s way if thinking and acting, in line with the image projected by the overall brandIn 5 years, the Indorama Ventures O will be a globally trusted and recognized symbol of excellence

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One Global Website

The only website that should exist is the IVL site

Any subsidiary wishing to add more detail can request more pages added to the www.indoramaventures.com site and should not make their own site

Product information and catalogues can be downloadable PDF files

HO must be the owner of all sites registered in the name of subsidiaries – staff may not register sites personally

Current subsidiary sites should be deleted after the transfer and replaced with a pointer to the IVL site; this will stop confusion among stakeholders about which site is the correctly branded site

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What can be achieved to serve subsidiaries

• We have already commenced the design of micro sites

• Companies like Eastman and Siemens make use of this to provide detailed micro sites for the purpose of branding, marketing and even sales

• There is no limit to the size of the micro sites as new technology will mean the site as a whole will not be slowed by these additions

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Email Template

All business units of the company will use a similarly designed email template

The name and other contact information at the bottom will change according to user

The background will be a plain white

Putting in a logo is not recommended for these reasons:

• It makes every e-mail larger and adding an attachment makes it even larger

• This design works in html, rich text and plain text

Use Arial for the body.

Richard JonesHead of Investor Relations and Corporate CommunicationsIndorama Ventures Pcl75/102-103 Ocean Tower 237th Floor, Sukhumvit Soi 19Bangkok 10110ThailandTel: +66 (0) 2 661 6661 x680BB PIN 2137EE64www.indoramaventures.com

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Asset Branding

• Asset branding leverages the brand internally and externally

• It breeds familiarity with the parent brand

• If builds the brand globally and within your own office.

Desktops and Screen Savers

Computers Company cars

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Branding Can Aid Asset Security

In principle, a permanent sticker can not only brand an object, but may prevent loss or theft

This is the property of Indorama Ventures Pcl. If found, please

return to 37th Floor, Ocean Tower 2, Sukhumvit Soi 19, Bangkok 10110,

Thailand or call +662-661-6661

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Branded Apparel

•Apparel should be consistent across borders•It reflects unity•Branded apparel can be worn at public occasions such as press conference where management wants to stress the unity of everyone on stage•On a day-to-day basis it would be worn by factory management•The factory should not have its own logo, therefore only one logo is used.•A factory name in plain text may appear below the logo or on a sleeve or on the back of a jacket but must NOT take the form of a logo.

Starpet Inc

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Branded Apparel (cont’d)

Branded shirts are designed to avoid the wide variety of shirts currently being made by business in various and non-standard designs

By making them consistent across BUs, the corporate image is sustained

Key point is the Indorama Ventures logo and, of course, your excellent service to customers!

The IVL logo must remain dominant

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Sample Thumb Drive as Corporate Gift

The purpose of a corporate gift is to remind the recipient of the company

The best gifts are those that stay with the user in the long term and can been seen not only by the user but by others too

Therefore, do not provide gifts that do not have the corporate logo and carefully choose gifts that have lasting advertising merit

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Factory Entrance Signs

The entrance to all factories should be standardized so that visitors always know they are entering an Indorama Ventures facility

The width of the Indorama Ventures logo at the entrance should not be less than 15 feet (4.5m) and should not have any obstructions in front of it

The name of the factory or subsidiary name should come below this.

At least 15 feet (4.5m)

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Bilingual or Multiple-name Signs

No logos other than the IVL logo are allowed on signage.

The sign may be scaled to suit requirements but the relative proportions must be maintained.

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Correct Branding Today

In these examples, the global brand (this is the previous logo without Ventures) is dominant

The product brand is subordinate (top left)

The subsidiary name or brand is subordinate (bottom left)

This logo will have to be replace with the new Indorama Ventures logo as stock runs out.

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Additions

Manufactured in Lithuania by:UAB Indorama Polymers Europe

(AN INDORAMA VENTURES PCL COMPANY)

ISO-9001:2000 CERTIFIED

RAMAPET(POLYETHELENE TEREPHTHALATE)

NET WT. (KGS): 1,050

BAG NO.

Manufactured in Italy by:Ottana Polimeri

(AN INDORAMA VENTURES PCL JOINT VENTURE)

ISO-9001:2000 CERTIFIED

RAMAPET(POLYETHELENE TEREPHTHALATE)

NET WT. (KGS): 1,050

BAG NO.

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Internal Branding

Our internal brand will be based on our culture and values

• This thrust must come the HR dept through correct training and mentoring

It will create trust among employees that we are all moving towards the same goals

Our image will be our mission and vision

Our identity will be our culture and values

Our aspiration means our Company’s goals