Company and Divisions

One Bayer. One Brand. This is the aspiration to further raise the strength, value and profile of the Bayer brand by using it in a focused, clear and effective way.

Wherever possible “Bayer” is used in isolation, free of any additions like business units, departments, initiatives, activities, brand names, etc. Using these terms in combination with “Bayer” weakens the impact of our Bayer brand. The focus on the Bayer brand allows us to communicate in an even more customer­oriented manner. As in the mind of our customers:

• Aspirin is a brand coming from Bayer.

• Eylea is seen as a pharmaceutical brand from Bayer.

• Seminis is a vegetable seed produced by Bayer.

Naming and branding

Company

• Rule:
  The only Corporate Brand (name) of our company is

Bayer

• Exception:
  Although, due to local requirements / specifications, the use of the Bayer brand name may differ in terms of official names of legal entities or country organizations and job titles.

• Bayer is always written as “Bayer”, with a capital “B” but NOT in all capitals.

• Bayer ideally stands alone, without additional names. The combination with generic words is possible, e.g.:
  – “The Bayer brand name.”
  – “The Bayer logo.”

• Bayer in general should NOT be abbreviated as “Bay” and be used as a prefix for a name, brand or product, although there are a few historical exceptions (BayArena, BayDir, BayG.A.P.)

• Bayer should NOT be used with a hyphen (“Bayer”-Something).

• Rule:
  Bayer should NOT be used with an apostrophe (like “Bayer’s”). The genitive of Bayer should always be formed with an 'of ' or a 'from'. Creating distance between the Bayer brand and the name by using 'by' is also allowed.

• Exception:
  The use of “Bayer's” is permitted in cases with abstract terms such as business, expertise, experience, know-how, innovations, experience, etc. Here we describe one facet or strength of our corporate character.

• Examples:
  “Bayer's expertise in crop protection”, “Bayer's seeds business”, “Bayer's know-how in health care”, etc.

Divisions

• The three divisions of Bayer – Crop Science, Pharmaceuticals and Consumer Health – are organizational units but not brand names and not brands. See how to write them in the following boxes:

• The division names should also not be abbreviated (like CS/BCS, BP, CH/BCH, PH/BPH).

• ln general, Bayer should be the preferred name we use in our communications.

• Only in cases where it is necessary or of additional value to speak about our divisions, or where divisional affairs are directly affected, should we use the divisional names.

• There might also be exceptions due to legal requirements or in cases that the legal entities' names are used. Exceptions should be kept to a minimal extent.

Naming in digital and social

Focus on the Bayer brand

To avoid the impression of non-existent legal entities and to strengthen the Bayer brand, a ‘Pipe‘/between Bayer and the business area/initiative should be used.

Optional:

Prepositions help create searchable and user-friendly channel names that allow us to separate ‘Bayer‘ from the topic and ensure the topic is not thought of as a legal entity.

Country title inclusion

Country designations should be included in handles and account names, e. g. Bayer Norway.

Business partner name translation

To create a consistent approach, countries should retain their Bayer division name in English unless there is a regional legal entity for the division utilizing the locally-used country name (e.g. Bayer 대한민국 Consumer Health [Korea]).

Product channels

Product channels should add the Bayer cross to the account/profile image/profile banner.

Digital channels (URLs, domains, etc.):

• Websites: https://idnet.bayer.com/en/digital/domain-basic-rules

• Intranet: https://idnet.bayer.com/en/digital/intranet-domain-name-strategy