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The Brand BASF

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The Brand BASF

BASF strives to continually strengthen and evolve its brand in this dynamic market landscape. Therefore, we are currently evaluating our BASF brand based on the implications from our new “Winning Ways” strategy. ​

This page will be updated as soon as possible. For now, you can still find the current BASF Brand Value Proposition below.

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.
“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

 

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.

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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.

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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.

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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).