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Corporate Brand Architecture and the evaluation process

Do you think about creating an individual brand for your product/service offering?

With the Corporate Brand Architecture process, we will support you in evaluating the necessity or possibility for an individual brand.

Each potential individual BASF product, service or subsidiary brand has to go through a mandatory evaluation process to categorize and position the brand within the Corporate Brand Architecture.

The process includes:

1
An evaluation tool with questions regarding the strategic fit and customer fit of the brand/service in relation to the Corporate Brand.

The dimensions of the Corporate Brand Evaluation Process:

We support you in the evaluation process:
Please contact your brand Champion or our Brand Consultants.

Our Brand evaluation is based on:

Here you can find our process:

Please contact your Brand Champion or the Brand Consultants. Together you can go through the process.

The brand evaluation process leads you to the brand evaluation-ID card and the brand evaluation tool.

here

Please share the documents after finalizing them with the Brand Consultants (GBE/SHV-TCB) and Brand Strategy team (COM/ST) for approval.

The final documents have to be approved and signed by the head of Corporate Communication & Government Relations and by the President of the division.

With the Corporate brand evaluation the brand category is defined. Now follows the brand development and brand management.

The assigned brand categories express the importance and the relation to the Corporate Brand.
This is defined and shown in:

The value proposition of the Corporate Brand versus the value proposition of the individual brand
Design and Layout: Corporate Design vs. individual brand design
Content and messaging in communication
Visualization of brand alliances: How the Corporate Brand appears in an alliance with another external brand vs. individual brand
Monitoring process mandatory with review of Brand ID card every two years.
Brand management and brand requirements for individual brands: Brand booklet, brand design guideline, communication strategy, assignment of a brand manager

Our different brand categories within the BASF Corporate Brand Architecture, their roles and responsibilities in the brand management

Brand Categories	BASF Verbund Brand How do we live the value proposition of BASF?	Companion Brand How do we align the Individual brand value proposition with the BASF Brand Value Proposition?	Satellite Brand What does the individual brand stand for? How can it make best use of the BASF values and how can it strenthen the Corporate Brand in return?
Offerings	Products, services, segments, organizations	Products, services, categories	Products, services, categories, subsidiaries
Role of Corporate BASF Brand	High credibility under the Corporate BASF Brand (100%)	Individual brand and Corporate Brand are of equal significance (50%/50%)	Corporate Brand is of much less significance vs. individual brand (20%/80%)
Design	BASF Corporate Design - BASF Logo - BASF Colors - BASF Typeface - BASF Visual Style	- BASF Corporate Design complemented by an individual own logo - Possibility of additional individual graphic elements - The individual brand is always placed next to the Corporate Brand in the logo bar, equal in size - An individual design guideline and brand booklet have to be developed and published	- Own individual brand design - The relation to BASF is shown transparently via a prior defined endorsement in the typeface of BASF - Flexibility in not naming the relation to BASF is possible, if market research proofs negative associations with BASF - Individual design guideline and brand booklet have to be developed and published - assigned brand manager - Monitoring of Brand ID-card every two years
Brand Management	BASF brand strategy	- Individual brand strategy - Communication strategy - A dedicated manager for the individual brand - Mandatory monitoring process biyearly with a review of brand ID card	- Individual brand strategy - Communication strategy - A dedicated manager for the individual brand - Mandatory monitoring process biyearly with a review of brand ID card
Value Proposition	- Competencies and benefits from BASF and more specified - BASF values - One Word Equity: Connected – given from BASF - No. 1 position: Possibility to adjust it to the precise offering	- Competencies and benefits adaptable - Values can be complemented by additional values - Own No. 1 position	- Own competencies and benefits - Own values - Own One Word Equity - Own No.1 position

Download graphics of the Corporate Brand Architecture

Here you can find the Corporate Brand Architecture graphics in all corporate colors and with the German and English captions.