Onboarding

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
• 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

• Evaluation process to decide for the need of an individual brand and the location within the Brand Architecture.
• Visualization of the Brand Architecture

• 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.

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

• Brand alliance check for a structured evaluation of the brand alliance idea and partner and to ensure the best possible appearance of the BASF brand 
• Trademarks
• Make use of our E-Learning!
• Learn about the Visualization for Brand Alliances

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 Champions
• Brand Experts
• Individual Brand Managers
• Brand Consultants

• We provide the following training sessions virtually or face to face
• Brand Basic Training
  
• Corporate Design Training
• Touch Point Training