One company, one brand, one mission
#TeamBayer is all in for Health for all, Hunger for none
At Bayer, we are all in – united by a shared commitment to improving lives through science and innovation. Our mission – Health for all, Hunger for none – drives us to challenge the status quo and constantly push boundaries. Guided by the most essential human needs, we go beyond expectations to deliver products and solutions that truly make a difference. As one team, we are inspired, innovative, and deeply invested in shaping a future where health and nutrition are accessible and sustainable for all. And until our mission is fulfilled, we won’t rest.
A value-creating brand, driven by a committed #TeamBayer and a bold mission
Our mission is bold and challenging. That’s why we must join forces and fully harness our skills and resources. Above all, this means leveraging our brand – because nothing reflects our mission more clearly. For over 160 years, the Bayer brand has stood for competence, quality, and trust – making it our most valuable intangible asset. But what makes it truly valuable? At the heart of it is the trust of those who matter most: our customers. Every day, millions of farmers, patients, healthcare providers, and consumers around the world count on Bayer to make their lives better. This promise is both a privilege and a responsibility. We’re all stewards and ambassadors of our brand, empowered to bring it to life in everything we do.
The Bayer Cross is more than an iconic symbol – it’s the embodiment of who we are and what we stand for. It carries the full weight of our reputation, inspiring trust, fostering positive perceptions, and creating value across every business, audience, and geography. A powerful asset, the Bayer Cross drives real financial impact and anchors the strength of our brand across the world.
The blue side of the Bayer Cross represents science, performance, and reliability, while the green side symbolizes innovation, sustainability, and a focus on life. Together, they form a promise: wherever the Cross appears, it stands for trusted innovation, reliable performance, and a credible vision.
Ready for some proven numbers?
At 87,3%, our brand awareness stands strong in our industries.*
And when customers know they’re looking at a Bayer product, there’s a 68% more positive evaluation.**
That is why the brand value increased significantly by 13%, surpassing the previous peak from 2019 and reaching an all-time high of $6.215 billion in 2025. ***
* Global Brand Tracking 2024, LMU Munich and Dialego on behalf of Bayer;
** Bayer Brand Uplift Study 2024, LMU Munich and Dialego on behalf of Bayer
*** Bayer Brand Valuation Report 2025
Bayer Brand Model
Our brand model is the strategic foundation of our brand. It defines and drives who we are and what we stand for:
Encircling our iconic Bayer Cross are the three key strategic aspects of our brand.
‘Health for all, Hunger for none’ is our mission.
It’s the most important aspect of our brand capturing our aspiration and motivation for everything we do, providing health and nutrition to the world.
Our mission is underpinned by ‘World-leading innovation’ in the life sciences area. This expertise empowers us to deliver solutions for daily life.
‘Visionary, Passionate and Optimistic’ define our brand personality. They guide our execution of the brand and appearance and expression via visual, verbal, sonic and live experiences.
Brand narrative
How it all comes together
At Bayer, we want to make lives better. We believe science is the key as we work towards the goal of our mission ‘Health for all, Hunger for none’.
We’ve brought essential products and solutions to millions of people around the globe. We’ve become a trusted brand that everyone, everywhere can rely on. Together, we’re helping people and our planet thrive.
Now, we need to ask ourselves: what more can we do? What if we could create a world where everyone can be healthy? Where no one goes hungry? Where good healthcare and proper, balanced nutrition are available to all? That’s our mission. It’s bold and the most fundamental agenda in the world.
To make it happen, we're putting all our skills to the test. We’ll continue unleashing the power of science to bring innovative and sustainable solutions in the sectors of health and nutrition to create a better future, where life can be lived to the fullest.
We won’t rest until it’s done.
If you have any further questions about this or any other section of Bayer Identity Net, please contact:
The 2024 Global Brand Tracking once again confirms that likeability is our growth area to unleash Bayer’s full reputation potential.
If you have any further questions about GBT 2024 results or need a country overview details, please contact:
Wolfgang Stippler, Insights Generation / Brand Measurement
Wolfgang Stippler
