BASF - the chemical company

"We don't make a lot of the products you buy. We make a lot of the products you buy better"

Our BASF brand expresses what our customers, shareholders, society and other partners can expect from us. We symbolize with our logo: The four letters "BASF" stand for our tradition and strengths; the two squares represent partnership and smart solutions. The claim "The Chemical Company" stands for our promise to be a reliable partner and help shape a successful future with innovative products.

BASF at a glance

We always focus our business to meet the most of the requirements of our customers. Since January 1, 2008 we have divided our operations into six key segments that are based on related products, customer industries and production processes.

This will enable us to effectively make the best of our competencies and knowledge and enable us to bring our products and system solutions faster to the market. In addition to the former, it also presents our investors an opportunity to be able to better assess BASF. The corporate brand: A success factor

The corporate brand: A success factor

Whenever people are looking for a reliable service provider, a strong partner, a well-heeled investor, a stable employer, a competent adviser or a committed teammate, they will first think of a company that they know and that stands for what is important to them. A strong corporate brand is the key to success for both sides - both for the company and for the person who is searching.

Generally speaking, brands are images that people have in their heads. The content of that image could be an entire company, a product or service.

In communication, the brand name and/or the logo stands for select, consistent quality and the appearance of the object it signifies.

Successful brand names or logos create trust among their target groups and make it easier for them to identify with products, services and companies.

Basically there are two factors that characterize a strong brand: recognition ("I know you") and attraction ("I want you").

Specifically, a strong brand fulfills several criteria:

  • It is familiar
  • It is desirable (it is attractive)
  • It speaks to a need (it is relevant)
  • It is different from its competitors (it is differentiating)
  • It does what it says and means what it says - always (it is consistent - always and everywhere.)

Brands serve as badges of identification for products, services and companies. They are unique and distinctive in their appearance. As products, services and companies become more and more complex, brands are understandable for everyone. The brand serves to provide information and orientation.

Brands are not only recognizable; they also send specific messages. Brands communicate core values, such as reliability, credibility and intelligence. A brand is a kind of stimulus that directly sparks images and associations (for example the concept of quality) in the minds of people. That's why we rely on strong brands, even if we do not know much about the product or company behind them. The brand is a signal for quality. It reduces the perceived risk by conveying security in buying, using and disposing of a product. A brand also has a symbolic function. The symbolic benefit of a brand can be an increase in prestige in one's social or professional circles.

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