BASF introduces new brand, changes name of Elastogran companies

BASF recently introduced two new brands for its polyurethane business in Europe and all over the world.

Polyurethane Solutions is the new brand for the company’s PU business in Asia, NAFTA and South America, and PU Solutions Elastogran is the new brand for its PU expertise in Europe. According to the company, the new branding intensifies BASF’s market presence in polyurethanes.

Following the introduction of the BASF corporate brand for European polyurethane sites, the next step is to change the names of Elastogran companies. For instance, Elastogran GmbH with its head offices in Lemförde, Germany, will be called BASF Polyurethanes GmbH from now on. The name change will not affect the legal form of the companies concerned.

Nor will the renaming affect existing agreements such as employment contracts or customer contracts. The Elastogran name will live on in the new brand PU Solutions Elastogran. The name change process in about a dozen European countries started in January 2010 and is expected to be completed by the middle of the year. The name change will help strengthen the corporate brand overall, says the company.

According to BASF, in the past ten years, the company has invested around EUR 1 billion in PU sites and the European PU business. For instance, the company recently started up a new system house in Malacky (near Bratislava) in Slovakia.

20 employees are initially employed in sales, technical services, production and the lab of the new PU system house, which occupies approximately 2.2 ha of land. Further investment is to follow in 2010, including the inauguration of a system house in Poland.
Currently the company operates a global network of 35 PU system houses.