01/15/2014

BASF launches one strong brand for the construction industry

New brand shows BASF's commitment to the construction industry


BASF announced today the North American launch of its new global brand, Master Builders Solutions, to 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.

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

BASF builds on that legacy with expertise, commitment and a customer-centered approach, demonstrating its intensified focus. "The know-how and experience of a global team of experts for the construction industry form the core of Master Builders Solutions. To respond to specific challenges of our customers, we combine the right components of our portfolio," Krauch said.

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 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,” said Dirk Bremm, Senior Vice President of Construction Chemicals Americas. “Combining innovation with the know-how and experience of a global team of more than 6,000 BASF experts forms the core of the Master Builders Solutions brand.”

New product names create clarity and consistency on a global basis

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 utilizes the “Master” prefix combined with a descriptor of the product function or application, creating clarity and consistency in the product offering.

Global solutions for local challenges

In North America, BASF is committed to supporting the growth of the construction industry through intelligent, sustainable solutions that solve the emerging challenges before us. With the comprehensive portfolio marketed under the Master Builders Solutions brand, BASF offers state-of-the-art construction solutions to support local partners in the North American market.

“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 know-how and provided by our local experts,” said Bremm.

For additional information, please contact:

Nora Glauberman
     Marketing Communications Manager for Admixture Systems
     (cement additives, concrete admixtures and underground construction)
     Tel.:   1-216-839-7800

Kathy Higgins
     Marketing Communications Manager for Construction Systems

     (sealants, waterproofing, grouts, flooring, protective coatings and concrete repair)
     Tel.:   1-952-496-6002