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Aktives Management der Corporate Brand BASF

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Best Practice der Markenführung

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Die historischen Wurzeln des Chemie-Konzerns BASF reichen mehr als 140 Jahre zurück: Friedrich Engelhorn gründete im Jahre 1865 die Badische Anilin- & Soda-Fabrik AG (BASF). Die Produktpalette bezog sich damals auf Teerfarbstoffe und deren Vorprodukte.

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Author information

Authors and Affiliations

  1. BASF AG, Ludwigshafen

    Dr. re. oec., Dr. phil. Felix Gress (Senior Vice President Communications) & Hans Kiefer (Senior Manager Corporate Brand Management)

  2. Lehrstuhls für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing, Justus-Liebig-Universität Gießen, Gießen

    Dr. rer. oec. Franz-Rudolf Esch (Inhaber)

  3. Henkel AG & Co KGaA, Deutschland

    Simone Roth (Manager Board Office Cosmetics)

Authors
  1. Dr. re. oec., Dr. phil. Felix Gress
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  2. Hans Kiefer
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  3. Dr. rer. oec. Franz-Rudolf Esch
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  4. Simone Roth
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Editor information

Editors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, Justus-Liebig-Universität Gießen, Licher Straße 66, D - 35394, Gießen

    Franz-Rudolf Esch

  2. BMW AG — VM, Max-Diamant-Straße 25, D - 80788, München

    Wolfgang Armbrecht (General Director MINI Brand Management) (General Director MINI Brand Management)

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© 2009 Gabler | GWV Fachverlage GmbH, Wiesbaden

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Gress, F., Kiefer, H., Esch, FR., Roth, S. (2009). Aktives Management der Corporate Brand BASF. In: Esch, FR., Armbrecht, W. (eds) Best Practice der Markenführung. Gabler. https://doi.org/10.1007/978-3-8349-8092-2_5

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