Neopor®
Trademark Usage Program
On-Boarding Guide
Welcome to the Neopor® Trademark Usage Program! This on-boarding guide will help you make the most of this innovative approach to ensuring brand integrity of a product recognized throughout the insulation supply chain as ‘Innovation in Insulation’.
Please take a few minutes to familiarize yourself with the learning objectives of this guide and our ‘to-do’ and ‘responsibility’ icons.
This guide was designed with these learning objectives in mind.
- Learn what the Neopor Trademark Usage program is and how it can help your business to be more profitable
- Understand how to properly apply the Neopor Trademark as an Ingredient Brand in your marketing collateral
- Learn how you can use the Neopor Trademark Usage Program to benefit from the use of the trademark as an Ingredient Brand - Identify places you can go for help
- Identify and describe the BASF-provided tools to help you make the most of the Trademark Usage program and the use of the Neopor Trademark as an Ingredient Brand
Prerequisites for Neopor Trademark Usage Program:
1. Fully-executed Trademark User Agreement
2. Purchase of Neopor Foam from a company authorized to purchase NEOPOR EPS under the NEOPOR Brand Marketing Program
Neopor® Trademark Usage Program
On-Boarding Guide
To-Do Icon: this icon is placed throughout the guide and denotes an area where you will need to take the suggested action to make the most of your experience with the Neopor Trademark Usage Program.
If you have any questions concerning the design and implementation of your media in
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Responsibility Icon: this icon is placed through the guide to help us identify areas where we need you to watch for changes in either our program or to notify us of changes with your products or marketing collateral.
Welcome and Learning Objectives
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Table of Contents
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Neopor Value Proposition
1
Program Overview
2
Neopor Ingredient Branding Guidelines
7
Neopor Ingredient Brand Store
14
On-Boarding Processes
- Key Contact Sharing
15
- Trademark & Artwork Sharing
16
- Marketing Collateral Approval
17
- “Where to Buy”
18
- Website Reciprocity
19
- GreenGuard Certification
20
- Molder Certification to ICC ES Evaluation Reports
21
- BEYOND Energy Usage Guarantee
23
Trademark User Program On-Boarding Guide
24
Contact Info
25
Back Cover
Neopor® Trademark Usage Program
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Sustainable Thermal Insulation
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High and Long-Term Stable R-Value
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Class III Vapor Permeable
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Silver-Gray
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Adaptable Density and Dimension
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Dimensionally Accurate
What is the Neopor® Trademark Usage Program?
Neopor® Trademark Usage Program
On-Boarding Guide
Program Overview
The Neopor Trademark Usage Program is a BASF-coordinated marketing program designed to optimize Brand Integrity of the Neopor brand in order to benefit all participants in the construction and insulation product supply chains. The Trademark Usage Program permits the use of the
NEOPOR Trademark, owned by BASF SE, as an Ingredient Brand on insulation products made of Neopor foam.
The program leverages a BASF-coordinated Brand Marketing Program which authorizes foam manufacturers to purchase NEOPOR EPS. The Brand Marketing Program supports the Trademark Usage program through the use of finished good quality specifications, 3rd party certifications of
both Neopor bead and Neopor foam performance, a common set of performance claims for Neopor foam and promotion by BASF and participants of the Neopor foam value proposition downstream of authorized Neopor Foam manufacturers.
The Neopor Trademark Usage Program helps BASF customers and their customers be more successful in their business of selling finished goods made of, and Ingredient Branded as made of, Neopor. Alternative to reducing price or promotions.
Provides an
alternative market
strategy
Feature must be important to purchase decision… Intel Inside™Improves quality of
host product
Point must be articulated precisely… ’Goretex is Waterproof.’Creates point of
differentiation
An Ingredient Brand increases the
value of the host product.
Neopor® Trademark Usage Program
On-Boarding Guide
Program Overview
Who is it for?
The Neopor Trademark Usage Program is for producers of insulation products who would like to:
• Use Neopor foam to manufacture and sell finished goods made of, and Ingredient Branded as
made of Neopor
• Leverage the value of the BASF and Neopor brands for themselves
• Benefit from investments by BASF to provide a consistent continent-wide definition of Neopor
foam
• Benefit from investments by BASF in promoting the benefits of Neopor in insulation applications • Leverage an Ingredient Branding Strategy to add value to their products through:
• An alternative market strategy vs price reduction • Creating a clear point of differentiation
• Improving the perception of quality
• Sell Neopor foam and finished goods made of Neopor, and Ingredient Branded as made of
Neopor, in the US & Canada
An entirely new product line or market strategy can be built using Neopor®.
Provides an
alternative market
strategy
Stable insulation performance (R-Value) is the most important attribute.Improves quality of
host product
‘Neopor® has a high
and long-term stable R-value.’
Creates point of
differentiation
Alternative to reducing price... Feature must be important to purchase decision… Point must be articulated precisely…Neopor® provides a clear point of differentiation, built on a
relevant and compelling benefit for building owners,
Neopor® Trademark Usage Program
On-Boarding Guide
Program Overview
How does it work?
BASF optimizes Brand Integrity for Neopor through agreements with customers and by defining the value proposition of Neopor foam within an insulation finished good.
Any company in the US and Canada who would like to purchase Neopor EPS beads after January 1, 2013 must sign a Trademark Usage Agreement and Sales Contract, and a Trademark User
Agreement. Additionally, companies who purchase Neopor foam from authorized manufacturers, may use the Neopor Trademark as an Ingredient Brand on their finished goods, provided they sign a Trademark User Agreement.
Once the company has agreed to the terms and conditions of the agreement(s), the company is brought ‘on-board’ an extensive array of pull-demand marketing tools and initiatives.
A Complete Differentiated Product and Brand Solution
• Unique value proposition - High and Stable R-Value - Class III Vapor Permeable - Sustainable
- Adaptable - Cost Effective
• Innovative Insulation Solution • 3rd party Certified Performance
• Base material approvals
• BASF Brand
• Neopor® Ingredient Brand
• ICC-ES Certification for Rigid Foam Insulation • GreenGuard Certification
• “Where to Buy’ engine on BASF website • BASF Brand Store w/ pre-approved content • BASF promotion on multiple websites • Industry Tradeshow leadership
• High Profile Showcase Projects • Product Literature
• End-Use Customer Events • Architect CEU Courses • Promotional advertising
• BASF BEYOND Energy Usage Guarantee
Product
Promotion
Neopor® Trademark Usage Program
On-Boarding Guide
Program Overview
What is BASF’s role?
What is the Trademark User’s role?
BASF’s role is to optimize Brand Integrity of the Neopor and BASF brands. This is accomplished through:
- the manufacture and delivery of Neopor EPS beads - defining the value proposition of Neopor foam
- defining messaging for Neopor foam as a component within finished goods made of Neopor - obtaining 3rd party certification of the performance of Neopor EPS and Neopor foam
- managing the listing of manufacturers to 3rd party certifications of performance
- administering the Brand Marketing Program and Trademark Usage Program - monitoring Trademark usage, finished goods quality and performance claims
- ensuring alignment to the Brand Marketing Agreement and Trademark Usage Agreement
- managing a pull-demand marketing program for Neopor foam and products made of Neopor foam - providing approved ‘copy and paste’ content for marketing collateral
- advocating for Neopor foam with key stakeholders within the construction community
The manufacturer of finished goods made of Neopor, or finished goods containing Neopor foam as a component:
- promotes the defined value proposition of Neopor foam using approved performance claims - uses the trademark according to the guidelines
- manufactures Neopor foam according to quality specifications - maintains a high quality standard for finished goods
- participates in pull-demand marketing initiatives
Neopor® Trademark Usage Program
On-Boarding Guide
Ingredient Branding Guidelines
The Neopor Ingredient Branding Guidelines is available on-line at the Neopor Ingredient Brand Store on our website www.neopor.basf.us or by contacting your BASF
Representative.
For your convenience, it is provided on the following pages.
Please always check to make sure you have the latest version from the Neopor Ingredient Brand Store when using it as a reference for collateral development.
If you have any questions concerning the design and implementation of your media in compliance with these guidelines, please contact:
Neopor® Trademark Usage Program
Neopor® Trademark Usage Program
On-Boarding Guide
Ingredient Branding Guidelines
If you have any questions concerning the design and implementation of your media in compliance with these guidelines, please contact:
Neopor® Trademark Usage Program
Neopor® Trademark Usage Program
Neopor® Trademark Usage Program
Neopor® Trademark Usage Program
Neopor® Trademark Usage Program
On-Boarding Guide
Ingredient Branding Guidelines
If you have any questions concerning the design and implementation of your media in compliance with
Neopor Brand Store – arriving in 2013
Neopor® Trademark Usage Program
On-Boarding Guide
Neopor Brand Store
For manufacturers of finished goods Ingredient Branded as ‘made of Neopor’, the Neopor Brand Store is a pass-word protected one-stop shop for BASF-approved marketing collateral.
Company’s can leverage ‘cut and paste’ BASF-approved content for: - Adding 3rd party credibility to their products and performance claims
- Faster market collateral development - Faster product commercialization
Marketing professionals can use the store to download, free of charge:
- Declarations of performance on key performance attributes for Neopor foam - Charts / Tables / Graphs relating to key performance attributes for Neopor foam - Neopor Brand Artwork
- Trademark Usage Guidelines - Photos and Videos
- Destination URL’s and QR tags for Neopor foam information and promotions The Neopor Brand Store can be found on the North American website for Neopor at: www.neopor.basf.us/brandstore
Prerequisite: fully-executed Trademark User Agreement
Coming soon: Obtain your password at www.neopor.basf.us/brandstore
Visit our Brand Store site often for new and updated content
Neopor® Trademark Usage Program
On-Boarding Guide
Key Contact Sharing
Key Contact Sharing
For all questions and matters related to the Neopor Trademark Usage Program, please contact us at: [email protected]
To help us communicate with you more effectively, please send us an email with your contact information contained within the BASF-provided Excel file to:
Neopor Brand Marketing - Key Contact Sharing Marketing
Communications Ad Agency Website Agency Marketing Sales DevelopmentProduct ManagerBusiness Company Name Email Phone Mobile Address Address City State ZIP/Postal
Action Required by Trademark User - On-Boarding Process
Picture of Content with BASF-provided Excel file:
Alert us to changes in personnel and changes in contact information.
Neopor® Trademark Usage Program
On-Boarding Guide
Trademark & Artwork Sharing
Action Required by Trademark User - On-Boarding Process
Trademark and Artwork Sharing
Neopor trademark artwork can be found at the Neopor Brand Store: www.neopor.basf.us/brandstore
To facilitate ease of cross-promoting your products made of Neopor, please send your logo and artwork files in the following formats to the following email address:
- High resolution EPS - High resolution JPG - Low resolution JPG [email protected]
Access to the Brand Store requires signature to the Trademark Licensing Agreement. Notify us of changes to your logo and artwork.
Neopor® Trademark Usage Program
On-Boarding Guide
Marketing Collateral Approval
Action Required by Trademark User - On-Boarding Process
Marketing Collateral Approval
To ensure Brand Integrity, marketing collateral, which uses either the BASF brand or the Neopor trademark requires approval by BASF.
To obtain approval for new or modified marketing collateral when it makes use of the Neopor Trademark on and in:
- Brochures Websites Product Labeling - Packaging Advertising Promotional materials simply send the collateral to [email protected].
Please allow 7-10 days for review. Plan for possible changes and subsequent review.
Approval Process
Send
Review
Revise
Publish
Send new, modified or revised collateral to [email protected]
BASF reviews use of Trademark relative to Guidelines
BASF approves use of Trademark or modifications required
After final approval, Leverage the Neopor Ingredient Brand and BASF brand to promote your product
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Neopor® Trademark Usage Program
On-Boarding Guide
“Where to Buy”
Action Required by Trademark User - On-Boarding Process
“Where to Buy”
BASF will maintain, on the primary North American Neopor website, a ‘Where to Buy’ engine and portal for promoting finished goods made of Neopor and Ingredient Branded as ‘made of Neopor’.
The destination page, promoted by BASF, will connect our pull-demand marketing efforts with your company’s selling locations by way of a ZIP or Postal Code search.
The ‘Where to Buy’ page can be found at: www.neopor.basf.us/wheretobuy
To help us promote your products and to maintain an accurate portrayal of your product’s geographic accessibility to buyers of insulation finished goods, send us an email with the selling and distribution locations using the BASF-provided Excel file to:
Neopor® Trademark Usage Program
On-Boarding Guide
Website Reciprocity
Action Required by Trademark User - On-Boarding Process
Website Reciprocity
We would like to help promote your company, as a provider of products made of Neopor and Ingredient Branded as ‘made of Neopor’ by placing a link to your website on our website.
What you need from us:
Insert the following text and graphics in your pages which reference your products made of Neopor and Ingredient Branded as made ‘made of Neopor’.
To learn more about Neopor® from BASF, visit www.neopor.basf.us
What we need from you:
Please send your:- URL
- Company logo in low-res jpg format to: [email protected]
Neopor® Trademark Usage Program
On-Boarding Guide
GreenGuard® Certification
Action Required by Trademark User - On-Boarding Process
GreenGuard® Certification for your Products
Neopor EPS has achieved both the Indoor Air Quality GreenGuard Certification and the Indoor Air Quality GreenGuard Certification for Children and Schools. To help our customers be more successful, BASF has arranged for an approval process with GreenGuard to allow you to use the GreenGuard mark on your products which are Ingredient Branded as ‘made of Neopor’.
To obtain permission from GreenGuard to use their mark on your products made of Neopor and Ingredient Branded as ‘made of Neopor’, simply complete and e-mail the
BASF-provided .doc template to: [email protected]
Once GreenGuard notifies us of their acceptance of your request, we will notify you and provide the GreenGuard artwork for your use according to GreenGuard guidelines.
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GreenGuard certification for Neopor is for the Neopor foam only and does not apply to any and all components added to the Neopor foam and sold as a finished good. Approval of a multi-component finished good by GreenGuard is the soleresponsibility of the manufacturer of the multi-component finished good.
User of the GreenGuard mark is responsible for certain GreenGuard criteria covering the modification and sourcing of Neopor® material for their products.
Use of the GreenGuard mark is subject to mark usage guidelines per GreenGuard. Additional information is available at www.greenguard.org.
Neopor® Trademark Usage Program
On-Boarding Guide
ICC-ESR 2784
Action Required by Trademark User - On-Boarding Process
Referencing Neopor R-value from ICC-ES ESR 2784
For 2013, Neopor Rigid Thermal Insulation will be 3rd-party certified, per ICC-ES ESR 2784,
to have an R-value that is higher than white EPS. Per ICC requirements, in order to reference the R-values shown on ICC-ES ESR 2784, the manufacturer must conduct an annual audit of the product’s performance.
To support our customer’s use of this important and unique attribute of Neopor foam, we have developed, in collaboration with QAI Laboratories, an easy-to-administer and cost effective qualification and certification process which meets ICC requirements for reporting an R-value above minimum ASTM C-578 requirements.
To learn more about this unique opportunity to add 3rd party credibility to the most
important claim for insulation products, please request the ESR 2784 Certification Package at:
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Per ICC requirements, references to the higher R-value of Neopor for products made of Neopor require annual certification by QAI, or an ICC-approved certifying agency.Neopor® Trademark Usage Program
On-Boarding Guide
ICC ES ESR for Rigid Thermal Insulation
Action Required by Trademark User - On-Boarding Process
Listing as a manufacturer on our ICC ES ESR
Neopor Rigid Thermal Insulation will be 3rd-party certified, per ICC-ES ESR, to be compliant
with the ICC-ES AC 12 Acceptance Criteria for Foam Plastic Insulation. This certification will allow for Neopor Rigid Thermal Insulation products certified under the BASF ICC-ES ESR to be used according to the relevant requirements per the International Building Code.
To help our customers be more successful with placement of finished goods made of Neopor, and Ingredient Branded as made of Neopor into applications which fall under the IBC and AC 12, BASF has developed, in collaboration with QAI Laboratories, an easily administered qualification and certification process for adding manufacturing locations to our report.
To be considered for listing on the BASF ICC-ES ESR, simply send us a note to: [email protected]
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Manufacturers listed on the BASF ICC-ES ESR requires annual Certification by QAI, or an ICC-approved certifying agency.Neopor® Trademark Usage Program
On-Boarding Guide
BEYOND Energy Usage Guarantee
Action Required by Trademark User - On-Boarding Process
BEYOND® Energy Usage Guarantee
Products sold in the US which carry the Neopor Trademark as an Ingredient Brand are eligible to participate in the BASF Beyond Energy Usage Guarantee.
In order to list your products with the BEYOND program, please send the following information to us at: [email protected]
Company Name
Product Brand and Name
Product Application (Wall, Roof, Below Grade, Window, Door….) Insulation Type (SIP, ICF, Rigid Foam, Wall System….)
Product website URL Product brochure Contact Person Contact Email Contact Phone
Neopor® Trademark Usage Program
On-Boarding Guide
Neopor Trademark Usage Program
Action Required by Trademark User - On-Boarding Process
Neopor Trademark Usage Program
For customers of manufacturers of Neopor foam, who purchase Neopor foam and add other value-adding elements to form a multi-component finished good, BASF offers, free-of-charge, use of our Neopor trademark as an Ingredient Brand.
As a benefit to our customer’s customer, the Neopor Trademark Usage Program On-Boarding Guide is ‘Customer Presentation Ready’ and is available for download from the Neopor Brand Store or by writing to us at:
