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The Brand BASF

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

“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

We create chemistry for a sustainable future





Brand strategy


Value Proposition

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Guiding Principles



Brand measurement


Brand Touch Points


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).


Contact and feedback

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