The international brand policy of ZWILLING J.A. HENCKELS

Brand Policy

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

ZWILLING J.A. HENCKELS - the premium brand,
J.A. HENCKELS INTERNATIONAL - the value-for-money brand.

Both brands need to follow the guidelines and values of ZWILLING J.A. HENCKELS AG. Independent brand profiling takes place in all relevant areas for both brands to make each other unmistakable and differentiated against the competition.

The definition is characterized by:

1. Segmentation of the market through
   
   • range
     
   • price
     
   • distribution
   
   
2. The targeting of different consumer groups through
   
   • demographic und
     
   • psychographic aspects