BASF’s new global brand launched in North America

BASF has announced the North American launch of its new global brand, Master Builders Solutions^®, for the construction industry. The global brand reflects BASF’s commitment to the construction industry and includes a wide range of construction chemical solutions previously sold under a variety of well-known specialty brands. It will be completely rolled-out worldwide by the end of 2Q14.

“With Master Builders Solutions, BASF combines its existing construction brands that have established a legacy of innovation, to create one globally recognised brand for its solutions to the construction industry,” said Dr Tilman Krauch, President of BASF’s Construction Chemicals division. “This connected approach enables us to better meet the individual construction challenges of our customers.”

A legacy of innovations for any construction challenge

The portfolio of products and services marketed under the Master Builders Solutions brand includes chemical solutions for new construction, maintenance, repair and renovation of buildings and for infrastructure. It spans product segments such as concrete admixtures, cement additives, chemical solutions for mining and tunneling, sealants, waterproofing, concrete protection and repair products, grouts and performance flooring products.

“This one global brand is built on the strength of a number of successful specialty brands such as Master Builders^®, Sonneborn^® and Chemrex^®, which were responsible for more than a century of innovations in the construction industry,” added Dirk Bremm, Senior Vice President of Construction Chemicals Americas. “Combining innovation with the knowhow and experience of a global team of more than 6000 BASF experts forms the core of the Master Builders Solutions brand.”

New product names

The range of products and services marketed under the Master Builders Solutions brand features a new, global naming system, helping BASF to support customers and partners with high quality and consistent products and services around the world. This naming system utilises the “Master” prefix combined with a descriptor of the product function or application, creating clarity and consistency in the product offering.

In North America, BASF is committed to supporting the growth of the construction industry through intelligent, sustainable solutions that solve the emerging challenges facing the sector.

“We are proud to be part of the growth and progress in this region, partnering with our customers and offering solutions which are based on our global knowhow and provided by our local experts,” said Bremm.

Adapted from press release by Louise Fordham

Read the article online at: https://www.worldcement.com/product-news/21012014/basf_launches_new_brand_in_north_america_13/