The international brand policy of ZWILLING J.A. HENCKELS

ZWILLING J.A. HENCKELS AG manages two strategic global brands under one roof:

ZWILLING J.A. HENCKELS - the premium brand,

J.A. HENCKELS INTERNATIONAL - the value-for-money brand.

Both brands have to follow the guidelines and values of ZWILLING J.A. HENCKELS AG.
They are being run independently, unmistakeable among themselves and differentiated against the competition in all areas that are relevant for brand profiling.

The definition is characterized by:

1. segmentation of the market through
   
   • range
     
   • price
     
   • distribution
   
   
2. the targeting of different consumer groups through
   
   • demographic and
     
   • psycho-graphic aspects