Product Brands

Our product brands are important components of our brand strategy. The carefully targeted interplay between the product brands and the Bayer brand is a critical factor for our brand reputation and business success.

In our brand architecture the product brands build the fundament of our Branded House of Brands. The company brand is the roof holding together our brands. The uplift of the Bayer brand helps the product brands to be perceived better in the market.

An important aspect of the Bayer brand strategy involves an intelligent combination of the corporate brand and the product brands to better utilize the great potential of the Bayer Cross at product level. Both our company brand and product brands drive the company’s reputation and business success.

Our corporate design principles enable that the image of Bayer products maintains a consistent identity in all forms of public presentation (e.g. packaging, advertising and point-of-sale information) via the clear combination of product brands with the corporate brand.

In certain areas, the product brands are the direct interface with our target groups. That’s why it’s imperative to ensure the effectiveness of the product brands, while at the same time positioning them carefully in relation to the Bayer brand. A product brand may not appear without the corporate brand represented by the Bayer Cross.

The Bayer Cross should be placed close to the product brand – in the same area and at the same level. The size of the Bayer Cross is determined by the established recommendations (we call it B ratio) for the relevant medium.

Consider the individual conditions, requirements and strengths of the product brand in positioning the Bayer Cross and create an optimal balance between the product brand and the corporate brand.

Management of product brands

Consistent compliance with our design principles ensures the following:

• In a competitive environment the products will be clearly recognized as Bayer products and benefit from the uplift of the Bayer brand.
• Trustworthiness, safety, quality and consistency will be communicated via one of the most famous, respected and trusted brands: Bayer.
• Positive associations with the Bayer brand initiate a consistent image transfer and uplift to the product brand, and vice versa.
• The Bayer brand presence will be enhanced at the point of sale.
• There will be implementation advantages in marketing, e.g. for less familiar products and for the launch of new products (cost and speed advantages).

In close connection to the Bayer Cross and by using all uplift potentials our product brands will become even stronger value drivers and will foster our mission Health for all, Hunger for none.