Should BASF fear labelling?

Robinson, Simon
May 2006
ICIS Chemical Business;5/15/2006, Vol. 1 Issue 19, p5
Trade Publication
The article commends the advertising campaign launched by BASF AG. The company recently decided to add the word chemical to its logo, and by doing so has shown it is not afraid of what most of the informed civil society, green groups and environmentalists feel about the word. BASF says it is advertising to raise awareness of its brand among the informed audience. It is using the campaign to tell people that it is a chemical company and is not connected with tape cassettes.


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