BASF and third party brands appear together The most important question when designing brand alliances is: Who is the publisher of the communication material? There are three possible answers:
A) Partner brands in BASF media BASF is the publisher. The partner’s brand appears less prominently in our media. More
B) BASF in third parties' media The partner is the publisher. The BASF brand appears in the partner’s media. More
C) Brands in jointly issued media Both partners are the publishers. Both brands appear on equal terms in a neutral design environment. More
