1. Indorama Ventures Plc Corporate Communications Dept Original creation date: March 2010 Global Corporate Branding Plan (updated November 2011)

2. Why Brand? “An orange is an orange… is an orange. Unless… that orange happens to be Sunkist, a name 80% of consumers know and trust.” Russell Hanlin, CEO Sunkist Growers

3. Branding is not just a logo A brand is a powerful communication tool A brand means anything used to identify and distinguish a specific company, product or service Brand image consists of all the information and expectations associated with a company, product or service A brand is a complex symbol with up to 6 levels of meaning: Attributes: a brand reminds us of certain attributes. Indorama Ventures should suggest high quality, low cost, well-managed, great service Benefits: attributes must have functional and emotional benefits. The attribute Great Service has the functional benefit “I don’t have to worry that my shipment will arrive on time.” High quality has the emotional benefit: “I know that all PET is roughly the same, but Indorama Ventures’ PET makes me feel I am buying the best.” Values: Indorama Ventures stands for both good quality and value for money. Culture: Indorama Ventures’ brand reflects our culture – building strong and lasting relationships with our customers; exceeding their expectations and offering superior value. Personality: Indorama Ventures’ brand suggests an encompassing, vibrant personality through circles and colors User: the Indorama Ventures brand will suggest the kind of customer who buys or uses the product. We would expect an efficient and well-managed company with a strong global brand name to use our products

4. What This Corporate Branding Plan Contains Why we need to brand the company How to plan corporate branding What are the corporate branding objectives IVL brand equity Target groups of the plan Strategies for achieving corporate branding (5 years) Tactics for corporate branding (1 year) Measures to implement corporate branding internally and externally

5. 5 IVL PowerPoint Slides Library v1.0 Why we need to brand the company

6. Rationale Indorama Ventures (or IVL for short) will continue to grow and many more companies will join us in the future We have to bring everyone together under one brand so that people associate quality and service with IVL If every company were to think that it is independent and has a stronger brand than the parent, then the group would end up as a set of small, national brands rather than one global brand One day, IVL will have to consider entering a related or even unrelated industry to continue growing. At that time, if IVL is a global brand, then anything with the IVL name associated with it will be “sellable”

7. 7 IVL PowerPoint Slides Library v1.0 The building blocks that were used to decide the direction of the plan

8. Building Blocks of Branding Decision-making Brand No Brand Manufacturer Brand Distributor (private) Brand Licensed Brand Individual Names Blanket Family Name Separate Family Names Company Individual Names Line extensions Brand extensions Multibrands New Brands Cobrands Repositioning No Repositioning Branding DecisionBrand Sponsor DecisionBrand Name DecisionBrand Strategy DecisionBrand Repositioning Decision Making ONE choice in each block illustrates the branding process. The decisions made in this branding plan are in yellow. e.g. Indorama Ventures e.g. Indorama Ventures’ Ramapet e.g. Indorama Ventures’ Ramapet N1, N2 e.g. A global company based in Thailand

9. 9 IVL PowerPoint Slides Library v1.0 What are our corporate branding objectives?

10. Branding Objectives To increase the revenue of the group by creating a global brand people want to buy Eliminate confusion about who are IVL, IRP, StarPet, Indorama Group, and etc. Enable Indorama Ventures to move successfully into new businesses by evoking the feeling “If this business belongs to Indorama Ventures, I feel confident of its quality and success” Give suppliers pride in the fact their customer is Indorama Ventures Cut the cost of every business unit spending time on designing their own brands

11. Many Facilities, One Brand - Strategically Ensure that the name Indorama Ventures, and the acronym IVL become synonymous with service and quality Associate the logo and the name with positive qualities Make the brand a “must have” for both suppliers and customers Make the brand respected by investors and loved by shareholders Allow the brand to expand into new businesses with full support of all stakeholders

12. What is Brand Equity? A set of assets and liabilities linked to a brand’s name and symbol that add or subtract from the value provided by a product or service to a firm and/ or that firm’s customers. Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York

13. Perceiving Indorama Ventures’ brand equity – what are we aiming for? 1. No brand loyalty – customer will change brands for price reasons 2. Customer satisfaction – no reason to change the brand 3. Customer satisfied and would incur costs by changing brand 4. Customer values the brand and sees it as a friend 5. Customer is devoted to the brand Only 3, 4, 5 signify brand equity has been achieved. No. 2 does not mean you have brand equity (as some people think). Indorama Ventures must aim for numbers 3-5!

14. 5 keys to IVL’s Corporate Brand Equity

15. Purposes of Brand Identity Differentiation Relevance EsteemKnowledge Brand identity, as opposed to brand equity, includes the way we want to be seen by stakeholders and others.

16. Brand Identity Sustainable Development Social & national Sustainability Environmental Sustainability Economic Sustainability Credibility Awareness Understanding Co-operation Role ModelSupporting Reliability

17. Indorama’s Brand Identity Corporate Governance Strong Foundation Social Responsibility Supports Local Economy Professional / World-class Standard Corporate Key Message: “Better Quality of Life”

18. Brand Story A company with strong fundamentals in the petrochemical industry that produces and distributes PET (Polyethylene Terephthalate) Polyester Fibers and Yarns, PTA (Purified Terephthalic Acid) and worsted wool yarns. All of the products are closely related to a new generation of quality yet affordable products (food, beverages, household products, health products, clothing, and industrial products). Through its good infrastructure and abundant petrochemicals, Thailand has been chosen by the company to be the headquarters of a global business with world class standards. IVL is becoming a leader in presenting innovation according to customer needs and retaining its market leadership position through advanced technology and a global business network.

19. Brand Story Indorama Ventures (IVL for short) is very successful in using strategy to develop the PET business through Greenfield Investments, Strategic Acquisitions and Brownfield Expansions IVL builds strong and lasting relationships with all that surround it, such as customers, employees, the environment, investors, business partners and communities.

20. Vision, Mission, Values Vision To be one of the leading global producers with key focus on people and processes thus making INDORAMA one of the most admired companies in the world. Mission Continuously upgrade quality of products and services through people involvement and world class processes to attain customer delight thus becoming a preferred supplier and institutionalise people learning as a key factor for business growth. Values People First We believe that people are our core strength, be it our employees, suppliers, customers, shareholders and stakeholders. Their involvement and satisfaction are the key drivers for our success and growth. Customer Delight We believe we exist because of our customers. We focus our activities to achieve customer delight and loyalty for a long lasting relationship. Social Responsibility We believe in being responsible and caring for society; maintaining as well as enhancing the environment around us. Corporate Governance We believe in transparency, accountability and ethics. We aim to achieve the highest degree of governance in accordance with best practice. “All branding depends on the quality of the company’s vision, its mission and the values it believes in.”

21. Brand Characters The Caregiver The Creator The ExplorerThe HeroThe Innocent The Jester The Lover The MagicianThe Outlaw The Regular The Ruler The Sage

22. Brand Characters 22 The Caregiver The Sage Continuously upgrade quality of products and services through people involvement and world class processes to attain customer delight thus becoming a preferred supplier. Institutionalize people learning as a key factor for sustainable business growth Being the expert and one of global integrated polyester chain producer and being “the top SET listed non-financial companies” Being responsible and caring for society; maintaining as well as enhancing the environment around us, in which also believe in transparency, accountability and ethics that aim to achieve the highest degree of governance in accordance with best practice The Creator

23. FAQ about Branding Why can’t I make my own logo design for my company? Indorama Ventures needs to build a world class image and requires strong branding. Indorama Ventures should stick to the model: many factories, many products, one company. Do I have to change the names of my products? Not necessarily if you have a license to continue using the product name and as long as the product does not contain another company’s name or logo. My customers are accustomed to seeing the IRP/TPT/Starpet/SK Chemical/Eastman/INVISTA/Wellman International/FiberVisions brand. We are trying to build a global corporate brand. If every company we buy in future insists on keeping its name and branding, we will run the risk of promoting those we buy from more than Indorama Ventures. Look at it from another point of view – these other brands became well-known over many years by ensuring they did not continue using the brands of businesses they acquired. We should do the same. I lost a major customer when they heard that IVL bought us. I should keep my old brand (so they will not know IVL is the owner!). How will you keep it a secret that IVL is the owner, even if you continue to use the old brand? Eventually, everyone will know that the owner is Indorama Ventures. That is the purpose of our public relations. It will be on our website, in our presentations and press releases! If they feel that we are a competitor in another arena, then it is the job of customer relations/marketing/sales/executives to convince the customer that we will serve everyone equally in your arena. Be proud of Indorama Ventures. In my country/region it is my factory that has created a good image, not IVL. By building a unique global brand, we will attract new customers and create pride in our suppliers and current customers to be associated with such a large group. Scattering recognition among diverse factories creating different images is negative for global brand recognition: as we intend to buy more factories in the future, this could cause great confusion globally My factory’s logo is registered; therefore legally I have to use it. Not quite true. Logo registration is done to prevent others from copying it. There is nothing (that we know of) forcing you to use your own logo. Legal documents require the name and address of the company/factory and perhaps a company registration. My customer/supplier won’t pay us/accept a bill from us because he saw the IVL logo on my invoice and said he can’t accept IVL, only the local company. The IVL logo is a logo, or picture. In itself, it represents a brand and is not a legal requirement for buying and selling services or products. The IVL logo does not say Public Company Limited. Your company name (at the bottom of a letter) is your registered name for invoicing. Is there a financial value associated with a brand? Yes, a strong brand is associated with intellectual property, which generates earnings, and is an intangible asset that sits on the balance sheet.

24. Case Study: Maxtor Maxtor site before Seagate bought it Maxtor site after Seagate bought it Seagate bought Maxtor in 2006. After the deal was completed, the corporate brand of Seagate was imposed on everything that was Maxtor. Maxtor was probably just as famous a brand as Seagate but Seagate wiped out the branding. Why?

25. 25 IVL PowerPoint Slides Library v1.0 Target groups

26. Target Groups

27. 27 IVL PowerPoint Slides Library v1.0 Strategies for corporate branding (1-5 years)

28. Many products, many factories: ONE GLOBAL BRAND No new subsidiary will use a corporate brand other than the official global brand Indorama Ventures Irrespective of the brand equity created by a new acquisition in the past, after acquisition it becomes an Indorama Ventures asset and uses the Indorama Ventures corporate brand In the short term, current subsidiary brands must not overshadow the corporate brand of Indorama Ventures and should be gradually phased out In cases where subsidiary brands are used in corporate printed materials, they must be subordinate to the parent brand