BASF Launches New Brand for the Construction Industry
Published March 25, 2013
BASF has started to roll out its Master Builders Solutions brand in Asia Pacific 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 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.
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.
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