Co-branding

Our brands are important components of our corporate values. It is of highest interest for our company to steadily preserve, protect and enhance these values. In co-branding we allow the use of our brands by external partners in defined media and in accordance with our corporate design principles.

Introduction

Forms of co-branding

Co-branding involves the collaborative use of brands from two or more companies. Examples are reference advertising, strategic alliances or marketing collaborations, innovation-based co-branding, joint distribution activities, branding within joint ventures.

Collaboration with distributors, retailers, and pharmacies

For a successful dealer and Bayer relationship, it is important to have clear guidance on how to handle the brands. It is not only a question of correct brand management. More important is to keep the trademark protection untouched and vivid.

In- and out-licensing of technologies

The in- and out-licensing of technologies is defined as any reference to Bayer products, traits, or the use of Bayer trademarks on customers' products that have been developed with the help of our products or traits. See here what should be considered.

Branding during sponsorships

Sponsorships are becoming increasingly important. These are based mainly on contractually agreed performance and counter-performance. Image enhancement and an increase in brand awareness are the objectives.

Use of the Bayer logo for external journalistic publications

Publishers of press publications are permitted to use the Bayer logo in the connection with news that affect our company. In these cases, a consent declaration is not needed.

Contact

If you have any further questions about this or any other section of Bayer Identity Net, please contact:

identitynet@bayer.com