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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:
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.
Brand categories
We differentiate between three brand categories:
Verbund Brand
A Verbund Brand has a strong identification and high credibility to the core of the BASF brand.
Satellite Brand
A Satellite Brand is positioned a bit further away from the core of the BASF brand and is used for example for sensitive B2C offerings. It is still expressing its affiliation to the BASF Corporate Brand via an endorsement.
Companion Brand
A Companion Brand is strongly connected to the core of the BASF brand. It supports for example breakthrough innovations for a better differentiation in the market.
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.
Brand evaluation
Unused Brands
Is there a brand which is not used any more within your organization?
The general procedure is to keep the brand and to confer its status to "unused". For this procedure, please contact your Legal counsellor within BASF to align together on necessary steps.
The advantages of keeping a brand and to confer the status "unused" are the following:
- No costs are involed.
- An unused brands can be re-used and re-activated.
- An unused brand can also be sold.
Brand Deletion
Do you think of finally deleting a brand?
Please take into consideration that the BASF follows the strategy of deleting a brand only if the according brand is seriously harming the company.
In this case, please take into account that all countries where the brand is registered need to be contacted to delete the brand ultimately from the according registers. Deleting a brand is very costly and thus, should be evaluated beforehand very carefully.
The consequences of deleting a brand are the following:
- The final trademark deletion is ultimate and cannot be reversed.
- Once the trademark is deleted, it may no longer be used.
- The trademark can be registered by external third parties as their own.
- The final trademark deletion will cause high costs, varying and depending on the amount of registrations.