Just ahead of the international plastics trade fair K 2013, Celanese announced a rebranding initiative that, among other things, changes the name of its German-based engineering plastics subsidiary Ticona Engineering Polymers to Celanese Engineering Polymers. The Dallas, Texas-based chemical group said the "simplification of its brand architecture" was designed to capture in a single identity the full suite of its technology, resources, products and solutions.

CEO Mark Rohr said the new Celanese brand reinforces the power of the group's global organization, which focuses on products, solutions and technologies encompassing cellulose derivatives, emulsion polymers, engineered materials, ethylene vinyl acetate polymer products, food additives and intermediate chemistry products and technologies.

Since its separation from the German Hoechst group in the 1990s, Celanese has been organized into separate businesses, including Acetate Products, Acetyl Intermediates, Advanced Fuel Technologies, Clarifoil, Emulsion Polymers, EVA Performance Polymers, Nutrinova, and Ticona Engineering Polymers. As part of the new "one for all strategy, "each of these names will fade and be replaced by Ceanese," said.