HC360.com: I believe that, as a veteran chemical giant, BASF will not forget to contribute to the community while it is constantly developing and expanding itself. What kind of contributions has BASF made to the Chinese society? And what contributions will you make in 2008? Could you elaborate here?

     Wu Xiaodong: We have special resources to work on this area. Guan Zhihua, the President of Greater China, has been calling on small and medium enterprises (SMEs) in this area. Leading and driving SMEs is our obligatory responsibility as an industry leader. BASF's business activities have comprehensive and mutually beneficial relationship with the society, so everything BASF does will affect the community. We have spent a lot of efforts in spreading social philosophy through the industry and leading the people. As China is developing very quickly, we have to consider the resources, and we need a long-term goal, because everything we do will influence the society. In BASF, fulfilling the social responsibility of a corporate citizen has become an important part of the company's business development.

    We have many programs in China like:

 “Little Chemist” – to promote chemical knowledge to children through experiments that stimulate their interest in chemistry

 Sino-German R&D Fund – Set up in May 1997, this fund supports research cooperation between the Chinese senior high schools and scientific research institutes related to the Chinese Academy of Social Sciences and BASF mainly through financial assistance and scholarships

  Development with communities – Through our involvement in numerous local environmental protection, health and safety awareness projects in China, we actively support the communities which our sites are located in China

 Action on Education – Employees of BASF in Shanghai provide free tuition or donate tuition fees to children of poor families organized by the Disabled Persons Federation of Huangpu district and in the remote mountainous areas of Guangxi and Yunnan.
As you can see, BASF has been very active in China not only through business activities but social activities as well. We will continue to stay committed to making positive contributions to social development.

    慧聪网：巴斯夫成为全球知名的企业，除了具有真正的实力外，我想市场部也是功不可没的，特别是在具有同样知名度的大企业间的竞争下，在这里我想带更多涂料企业向贵公司取一下经，想请您就品牌建设方面传授一点贵公司的宣传推广经验以及一些独特的营销方式？

    吴晓冬：巴斯夫没有直接面对消费者的产品，关于品牌宣传推广，我们更关注于长期企业形象和价值观的体现。我们通过广告、媒体沟通、参与行业展会与研讨会、加强员工内部交流，促进公司与所在社区的交流等形式，提升品牌认知度。我们会经常出现在更多的公益活动、社会活动、环保活动上。品牌代表我们的价值，通过行业展会、研讨会跟我们的客户来宣传价值观。

    HC360.com: I believe the Marketing division has played an important role in making BASF a world renowned company, especially when the company is facing competition from other well known large companies. On behalf of many paint companies, I would like to ask you to share with us some promotional experience and unique marketing methods with regards to brand building.

    Wu Xiaodong: We do not sell products directly to end-users unlike the fast-moving consumer goods. Therefore we pay more attention to building our long-term brand image as mentioned in the programs in China. We enhance the brand awareness through public media, participation in public and trade activities, strengthening internal communication of employees, and promoting exchanges between the company and local communities. We often take part in charitable activities, social activities, and environmental activities. The brand represents our values and we are proud to be BASF - The Chemical Company.