BASF launches one strong brand for the construction industry

  • Solutions brand reaches Australia

  • New brand shows BASF's commitment to the construction industry 

As part of a phased global launch, BASF introduced its new Master Builders Solutions brand in Australia today. The new brand represents a wide range of construction chemical solutions previously sold under a variety of specialty brands. The globally aligned new product naming system provides customers with more orientation and trust.

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 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 more than a century of innovations for the construction industry."

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.

Strong brand for Australian customers

Over 100 customers were invited to launch celebrations at locations throughout Australia today. "We are delighted that so many of our customers accepted our invitations. A strong brand like Master Builders Solutions, standing for innovation and tradition, is a big asset in the local market," said Mark Volmer, Head of BASF's Construction Chemicals Asia Pacific. "We look forward to establishing even closer ties with our customers and partners, and develop solutions for their local construction challenges with Master Builders Solutions."