All you need to know about becoming a brand ambassador at BASF

The BASF Tool for Brand Management

  • Learn to know how to work with the Brand Portal, navigation structure
  • With this short Brand-in-a-minute video you get an introduction how to work with the Brand Portal

A brand management tool which represents the peak performances of our corporate Brand. The so called “Guiding Principles” are the Working Tool to implement the Value Proposition and are explained in the Brand Portal as well.


The Value Proposition describes:

  • Our competencies (What we are best at),
  • The resulting benefits for our stakeholders (What our stakeholders get) and
  • Our values (What we are like).

Brand-in-a-minute video about the Value Proposition.

Consistent visual appearance for a characteristic identity
of BASF and its applications


  • Corporate Design: The BASF Logo, Corporate Colors, Logo bar, Typeface, Visual Style and specific adaptions for measures.
  • Download Center: Here you find all important templates for download.
  • Brand-in-a-minute video about the BASF Logo
  • Brand-in-a-minute video about the Corporate Colors
  • Video about the Visual Style

Manages the Relationship between Corporate Brand and Individual Brands


  • For approved individual brands design guidelines are developed to enable everybody to correctly apply the brand and as the base for a consistent brand appearance across all touchpoints.
  • An overview about all evaluated individual brand can be found in the intranet (access for BASF employees only).


A brand alliance is a strategic decision, marketing tool. It is a close co-operation between BASF and an external partner.


Finding a suitable name for company’s organizational units,
products and services

  • Naming workshop to find a name which contributes positively to our corporate brand BASF


Find the right touch points which contribute to the brand


  • Active management of touch points along brand rules
  • Brand touch point prioritization impact / feasibility matrix
  • Brand-in-a-minute video about Brand Touchpoints


Most important contacts for Brand Management


List of all:





Brand Measurement/Status