BASF announces North American launch of new Master Builders Solutions global brand, which brings together range of construction chemical solutions previously sold under variety of other brands; worldwide brand rollout to be complete by end of Q2

Allison Oesterle

CLEVELAND , January 15, 2014 (press release) – 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®, 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 the second quarter 2014.

“With Master Builders Solutions, BASF combines its existing construction brands that have established a legacy of innovation, to create one globally recognized 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,” 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 worldwide

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.

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.


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 c oncrete 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 €72.1 billion in 2012 and had more than 110 ,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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