Brand Differentiation

Brands play an important role for our customers and represent, as an intangible asset, a high value for our company. The Code allows for our brand strategy to come to life while bringing more equity to the Bayer Brand.

Lighthouse Brands

Lighthouse Brands are our most powerful product brands from a market and brand strength perspective. These brands will sustainably build trust and loyalty with our customers, drive demand, and create substantially higher value than other brands. Therefore, and for efficiency reasons, we will strongly focus on these brands in the future and drive the rest of the portfolio under the lead of the Bayer Brand.

Lighthouse Brands and House Brands may vary by region. For example, in one region a product may be a House Brand but in another a Lighthouse Brand.

House Brands

House Brands encompass other Bayer branded product brands in our portfolio. They are important for our offering and deliver high value for our customers, but they will receive substantially less management attention and P&I spent to free resources and enable focused growth with our Lighthouse Brands. House Brand will not have individual campaigns.

System Brands and tailored solutions

Systems Brands and tailored solutions are the combination of products, practices, and tools that are uniquely designed to sustainably solve farmers’ challenges and create new value. Combined platforms are ultimately integrated via systems.