Legacy Monsanto Brands
Our commercial brands are the anchors of the business and customer relationships. The combination of both legacy portfolios brings new opportunity and complexity to Crop Science. Bayer historically used the Bayer Cross and Bayer Corporate Brand to endorse all commercial brands. The “endorser brand” is valuable: providing positive uplift to commercial brands, helping improve initial awareness, enhancing customer value and equity, and indicating linkage across brands.
With different seed and trait business and go-to-market models, licensing agreements, multiple seed brands within one crop and unique distribution structures, it was necessary to determine how the Bayer endorser brand would be best applied across the new commercial portfolio to support business success.
The FAQs provides you with quick answers to the most important questions.
New Introductory Video
This video visualizes the conceptual branding framework and helps with the consistent implementation of the five Bayer Endorser Brand Levels.
Bayer Endorser Brand Levels
|
Level 1 Complete Endorser |
Level 2 Prominent Endorser |
Level 3 Light Endorser |
Level 4 Restricted Branding |
Level 5 No Bayer Branding
Guidelines will be |
Crop Protection
|
Branded Biologicals |
|
|
Flumyzin |
on hold |
|
Sumisoya |
on hold |
Seeds
|
Agroeste |
Level 5 |
|
Channel |
Level 5 |
|
CB |
Level 5 |
|
Fontanelle |
Level 5 |
|
Gold Country Seed |
Level 5 |
|
Hubner Seed |
Level 5 |
|
Jung Seed Genetics |
Level 5 |
|
Kruger Seeds |
Level 5 |
|
La Tijereta |
Level 5 |
|
Lewis Hybrids |
Level 5 |
|
Sementes Agroceres |
Level 5 |
|
Specialty Seed |
Level 5 |
|
Steward Seed |
Level 5 |
|
Stone Seed Group |
Level 5 |
|
Rea Hybrids |
Level 5 |
Other
|
Monsoy |
Level 5 |
|
Climate FieldView |
Level 5 |
|
Biotech Trait Brands |
Level 5 |