Learn

This is us!

Our Corporate strategy

Brand Portal
Learn
The Brand BASF
HomeExperienceLearnCreateContact

Learn

The Brand BASF

At BASF, we are proud of our history and our expertise in chemistry.
Our work carries on with this tradition and contributes to the future success of our brand. To ensure that we all move forward together, we also need a strong and mutual understanding. This understanding is supported by three aspects: the purpose of our company, our strategic action areas and our values.

Translate Corporate Strategy … into brand experience and perception … driving business performance.

Corporate Strategy
The foundation for our BASF brand strategy.
Value Proposition
… is aligned to our Corporate Strategy.
BASF Corporate Brand Architecture
… determines relationships between BASF brand and individual brands.
BASF Brand Portal
Brand Management and Corporate Design strength awareness and attractiveness for BASF and its individual brands.
“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. As employees we are all ambassadors and can contribute to a positive brand reputation. By living up to what BASF stands for and expressing it consistently, we all strengthen the brand and contribute to our stakeholders’ trust.”

Nina Schwab-Hautzinger

Senior Vice President Communications & Government Relations, BASF Group

Corporate strategy

At BASF, we are passionate about chemistry and our customers.
Thanks to our expertise, our innovative and entrepreneurial spirit, and the power of our Verbund integration, our innovations have decisively contributed to changing the world we live in for the better for more than 150 years. To be the world’s leading chemical company for our customers, we will grow profitably and add value to society. This is how we create chemistry for a sustainable future.
Today, the world is changing more rapidly than ever before, driven by demographic change and new digital technologies. 
Our customers in different industries and regions face diverse social and environmental challenges due to limited natural resources and increasing consumer demands. Chemistry is key to solving these challenges.
We want to strengthen our passion for our customers in all employees.
To reach our goals and be the leading company in the chemical industry for our customers, we want to strengthen our performance in innovation and in operations as the leading chemical producer and plant operator, leverage digital ways of working across the entire company, and integrate sustainability more deeply into our business decisions.
We aim to strengthen our portfolio and further develop our organization to better meet customer needs using the power of our Verbund integration.

 We have defined six strategic action areas through which we will sharpen our customer focus.

If you want to know more about our action areas, please have a look here.

We create chemistry for a sustainable future

 

 

Employer Branding
  1. More

 

Brand strategy

Two engineers climbing up the stairs
Our brand strategy follows the corporate strategy of BASF.
The goal of our brand strategy is to be perceived as a leading brand in the chemical industry. Our BASF value proposition and our brand guiding principles are the tools to ensure that all of our measures contribute to the realization of this goal.

 

Value Proposition

We create chemistry for a sustainable future.
Working tool for brand management, which highlights the BASF peak performances in order to implement the Corporate Strategy.
“We create chemistry for a sustainable future” is our corporate purpose. Together with our values "creative" "open", “responsible” and “entrepreneurial” this is the basis for the BASF brand value proposition.

More

 

Guiding Principles

Brand values
The former brand rules were converted into guiding principles that still are based on the BASF Value Proposition. 
Every day, people come in contact with the BASF brand in a variety of ways. In order to allow people to experience the essence of our brand anytime, anywhere, some simple guiding principles have been developed.

More

 

Brand measurement

Measure the success of the brand
Communication is effective. You can measure how effective it is by using the appropriate tools. 
Thanks to the Global Communication Dashboard we have developed our own comprehensive tool for measuring our success in order to provide us with truly relevant and meaningful results.

More

 

Brand Touch Points

On Corporate and market communication,
branding ensures a recognition and a market impact for BASF brand and its individual brands, that correspond to our purpose.

 

Brand development

 

Corporate languages

By decision of the Board of Executive Directors, German and U.S. English are the two corporate languages of the BASF Group. The usage of the two languages should both be correct in terms of generally applicable rules and consistent in compliance with corporate standards. This helps get messages across effectively. The rules, standards and guidelines available here are intended to encourage correct and consistent usage of the two corporate languages (access only for BASF employees).