Describes BASF corporate promotional program in the United States. In 1992, BASF U.S. company extends an existing corporate advertising campaign to continue to build awareness of the German multinational corporate identity. The core theme of the campaign is: “We do not make the products you buy … we make the products you buy better.” The campaign will appear on television. The objectives, target audiences, messages, media, budget, and approaches described for evaluation. Known makes … Read more »

Describes BASF corporate promotional program in the United States. In 1992, BASF U.S. company extends an existing corporate advertising campaign to continue to build awareness of the German multinational corporate identity. The core theme of the campaign is: “We do not make the products you buy … we make the products you buy better.” The campaign will appear on television. The objectives, target audiences, messages, media, budget, and approaches described for evaluation. Acquaints students with the objectives and detailed program characteristics of corporate advertising campaigns. Examines how a non-US company based in the company wants to build awareness and identity in the United States, despite only a single company-branded consumer product.
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from
Stephen A. Greyser,
Norman Klein
Source: Harvard Business School
5 pages.
Publication Date: Dec 28, 1992. Prod #: 593021-PDF-ENG
BASF: Corporate Advertising for 1992 HBR case solution