The Corporate Brand Architecture of BASF

The Corporate Brand Architecture is our strategic brand management tool to provide direction and orientation.

It defines the roles of our brands within BASF. The Corporate Brand Architecture is aiming to:

1

Strengthen the Corporate BASF Brand
2

Meet our customers' needs and market requirements

Content

On this page you can find the following topics:

A strong brand is critically important to BASF’s success. In today’s volatile and fast-changing world, we need to continuously elevate and strengthen our brand to ensure it provides orientation, differentiates us and represents our values in a way that resonates with audiences.

Dr. Nina Schwab-Hautzinger

Senior Vice President Corporate Communications and Government Relations

Brand categories

We differentiate between three brand categories:

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Visualization of the corporate brand architecture

The Corporate Design is the binding element to visualize the Brand Architecture.

Here you see examples for the connection to the brand touch point management.

BASF Verbund Brand

Companion Brand

Satellite Brand

Brand evaluation

The evaluation process within the Brand Architecture

In order to obtain the brand categorization, we are supporting our brand managers with an evaluation process.

During this process, the individual brand is being evaluated regarding its strategic positioning in the market and the needs and requirements of its customers.

Our brand evaluation process aims for a balanced approach between meeting the market requirements of individual brands and strengthening the Corporate BASF Brand.

Brand Evaluation (Login data needed)