Master Builders branding prevails across BASF Construction Chemicals Division

BASF Construction Chemicals’ Dr. Tilman Krauch (left) and Dirk Bremm kicked off World of Concrete 2014 announcing the unified branding launch in North America.

Sources: BASF Construction Chemicals, Cleveland; CP staff

BASF has announced the North American launch of its new global brand, Master Builders Solutions, representing a wide range of products previously sold under a variety of well-known, specialty brands.

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 concrete admixtures and cement additives; chemical solutions for mining and tunneling; sealants, waterproofing, concrete protection and repair agents; plus, grouts and performance flooring products.

“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,” says BASF Construction Chemicals President Tilman Krauch, Ph.D. “This connected approach enables us to better meet the individual construction challenges of our customers.”

“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,” adds Senior Vice President of Construction Chemicals Americas Dirk Bremm. “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.”

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.  —