Learn

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.

We differentiate between three brand categories:

Blue.jpg

Especially in times with volatile markets, when price and performance competition is increasing, we need a strong BASF brand. It provides orientation and trust, inside and outside BASF.


We also need strong individual brands to help us selling our products and meeting specific market needs. Individual brands are products or services using a brand name, own logo, a value proposition and a well-defined connection to the BASF brand.

It is important to find the right balance between a strong Corporate Brand and strong individual brands. Ideally, the individual brands make their contribution to the core of the BASF brand and vice versa.

With the new BASF Corporate Brand Architecture, we provide strategic direction and generate synergies between our brands.”

dr_brudermueller_001.png
Dr. Martin Brudermüller
BASF CEO

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.

Druck
Markenarchitektur-11.png

BASF Verbund Brand

Markenarchitektur-Grafik-13.png

Companion Brand

Markenarchitektur-12.png

Satellite Brand

Druck

The brand evaluation process

The evaluation process within the Brand Architecture 

In order to obtain the brand categorization, we are supporting our brand managers with an evaluation process.

During this process, the individual brand is being evaluated regarding its strategic positioning in the market and the needs and requirements of its customers.

Markenarchitektur_Grafik-08.png

Our brand evaluation process aims for a balanced approach between meeting the market requirements of individual brands and strengthening the Corporate BASF Brand.

 

Contact and feedback

The team Brand Consultancy is happy to support you in case of questions: contact.
Please let us know what you think about our Brand Portal: Feedback.