BASF launches new brand for the construction industry

  • Phased launch of the brand Master Builders Solutions® begins in Asia
  • New brand shows BASF's commitment to the construction industry 

March 19, 2013 - BASF started to roll out its Master Builders Solutions brand in Asia 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

Over 800 customers and partners were invited to the launch celebrations at locations including Singapore, India, China, Japan, Malaysia and Indonesia today. "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 brand now features a globalized naming system, helping BASF to supportcustomers and partners with a promise of constantly high quality and consistency in products and services.