BASF launches new brand for the construction industry
- Phased launch of the brand Master Builders Solutions® begins in Asia Pacific
- New brand shows BASF’s commitment to the construction industry
BASF started to roll out its Master Builders Solutions brand in Asia Pacific today as part of a phased launch process. The global brand is a sign for BASF’s commitment to the construction industry and represents a wide range of construction chemical solutions previously sold under a variety of specialty brands.
The portfolio of products and services marketed under the Master Builders Solutions brand embraces chemical solutions for new construction, maintenance, repair and renovation of buildings and infrastructure: concrete admixtures, cement additives, chemical solutions for mining and tunneling, waterproofing, concrete protection and repair products, grouts and high-performance flooring products.
”Master Builders Solutions embodies our ability to collaborate across technologies and functions on a global scale. That way we create solutions geared to meet the individual construction chemical challenges of our customers,” said Dr. Tilman Krauch, president of BASF’s Construction Chemicals division. “This one global brand draws on a number of successful specialty brands such as Master Builders®, Glenium® and Ucrete®, and is based on a more than century-old tradition of innovations for the construction industry.”
BASF builds on that legacy with expertise, commitment and a customer-centered approach. In that manner, the Master Builders Solutions launch supports BASF’s strategy to intensify its focus on customer industries. “The know-how and experience of a global team of BASF experts for the construction industry form the core of Master Builders Solutions. To respond to specific individual challenges of our customers, we combine the right components of our portfolio accordingly,” Krauch said.
Strong brands for customers and partners
More than 800 customers and partners attended at the launch celebrations at locations including Singapore, India, China, Japan, Malaysia and Indonesia. Approximately 150 customers attended the Singapore event introducing Master Builders Solutions. “We are delighted that so many people accepted our invitations throughout the region. A strong brand like Master Builders Solutions that stands for innovation and tradition is a big asset in the emerging Asia Pacific markets in particular,” said Mark Volmer, head of BASF Construction Chemicals Asia Pacific.
The revised range of products and services marketed under the Master Builders Solutions brand now features a globalized naming system, helping BASF to support customers and partners with a promise of constantly high quality and consistency in products and services.
About the Construction Chemicals division
BASF’s Construction Chemicals division offers advanced chemicals solutions for new construction, maintenance, repair and renovation of structures: Our comprehensive portfolio encompasses concrete admixtures, cement additives, chemical solutions for underground construction, waterproofing systems, sealants, concrete repair & protection systems, performance grouts, performance flooring systems, tile fixing systems, expansion control systems and wood protection solutions.
The Construction Chemicals division’s 6,400 employees form a global community of construction experts. To solve our customers’ specific construction challenges from conception through to completion of a project, we combine our know-how across areas of expertise and regions and draw on the experience gained in countless construction projects worldwide. We leverage global BASF technologies, as well as our in-depth knowledge of local building needs, to develop innovations that help make our customers more successful and drive sustainable construction. The division operates production sites and sales centers in more than 60 countries and achieved sales of about €2.3 billion in 2012.
About BASF
BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas. We combine economic success with environmental protection and social responsibility. Through science and innovation, we enable our customers in nearly every industry to meet the current and future needs of society. Our products and solutions contribute to conserving resources, ensuring nutrition and improving quality of life. We have summed up this contribution in our corporate purpose: We create chemistry for a sustainable future. BASF posted sales of €78.7 billion in 2012 and had more than 113,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at www.basf.com.
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