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The Corporate Brand Architecture of BASF

Please note that the branding guidelines presented here in the Brand Portal are based on Corporate Requirements and Policies. It is crucial to adhere to these guidelines, even for "low impact" branding elements, to maintain consistency and compliance across all corporate communications. 

 

 

 

 

 

 

 

 

 

 

 

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:

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.

BASF Verbund Brand
Companion Brand
Satellite Brand

Brand evaluation

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.

Our brand evaluation process aims for a balanced approach between meeting the market requirements of individual brands and strengthening the Corporate BASF Brand.
  1. Brand Evaluation (Login data needed)

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.

In case your current brand is harming seriously the company, please find enclosed the application for deleting your brand:

PDF (37.36 KB)