The Aspirin Brand World

Consistency is key for our most-recognized brand

The Aspirin brand family spans a huge number of product brands in different countries. New variants and campaigns are always being launched. How do you ensure all these meet brand guidelines, and reflect what’s unique about Aspirin?

Brand Case Studies

Make a better use of our Bayer brand or get further insight into what our branding principles look like in practice. In this section, we bring you stories of inspiring and successful brand executions, from both within and outside Bayer. Hear the inside view from the people responsible, and get ideas for your own branding projects. Do you have something you’d like to see featured here? We are always looking for more examples of powerful branding projects, whether it’s from your team or country organization, a different division within Bayer, or even another company. Get in touch to share your suggestions at identitynet@bayer.com

The brand advantage: A catalyst for growth and impact

Brands reflect the business, products and people they represent. But the causation also works the other way round: brands drive recognition, results and growth.

AI in Visual Content: A Guide to Safe and Smart Image Generation

Today, it is hard to miss the impact of generative AI, whether at work or in our personal lives, reading the news or browsing social media. And one particularly prominent area is AI image generation.

The new Bayer brand experience

Dive in and learn to unleash our full brand potential.

SeedGrowth

Once, there was Bayer SeedGrowth. Now, there is SeedGrowth: a product team identifier in crop protection. See how to communicate more effectively when putting the focus on strong product brands under the umbrella of the Bayer brand.

WOMEN I Bayer

A creative use of the Bayer Cross, a fusion into the female gender symbol, and many questions! What do we think about it?

Bayer Brand Value Reaches all-time High

Bayer is one of the strongest and most valuable brands in the world. This is confirmed by the latest Brand Financial Global 500 2025 Report, which was published in January.

Brand webinars: Coming to a place near you

After a series of two branding webinars for marketing colleagues of our three divisions in Romania, Bulgaria and Moldova, the Corporate Brand Management team is looking to bring their benefits to colleagues and business units across the Bayer world.

“Bayer says diversity”: A DE&I campaign in Korea gets people talking

“Bayer says diversity”: the DE&I campaign in Korea

Being people-oriented and inclusive is part of our brand personality at Bayer. The Korea team brought this to life with an interactive campaign focusing on diversity, equity and inclusion, and how we can enact it through the language we use every day.

Preceon® Smart Corn System

Revolutionary system, revolutionary use of the Bayer brand

Canesten and Bayer 04

An integrated campaign reaching soccer fans achieved its goals of leaning into synergies between Canesten, the Bayer brand and the Bayer 04 Leverkusen soccer club

Sustainability campaign for Aspirin Cardio

Would a campaign based on sustainability ever catch on? Aspirin Cardio was brave enough to do it, and it has set an example that many others could follow.

Inspiration: Deutsche Telekom

Should branding guidelines be rigid, or flexible? With its ‘Liquid Brand Design’ concept introduced in 2020, digital giant Deutsche Telekom managed to combine the best of both approaches.

Vegetables by Bayer

A success story harnessing the power of two seed brands Open configuration options

Global branding meets local

For a major milestone in the history of Bayer in India, an effort led by the country team and supported by global branding resulted in a memorable and successful campaign