The Corporate Brand Architecture of BASF












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.

Dr. Nina Schwab-Hautzinger

Senior Vice President Corporate Communications and Government Relations

Brand categories

We differentiate between three brand categories:


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


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.