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Letter to the Editor

Fortune Rates BASF Number One in Global Chemical Industry

In addition to its number one industry ranking overall, BASF was ranked number one in each of nine attributes of reputation:

• Quality of management
• Quality of products and services
• Innovation
• Long-term investment value
• Financial strength
• Ability to attract, develop and retain talent
• Responsibility to the community and the environment
• Wise use of corporate assets
• Global business acumen

To compile Fortune’s Global Most Admired Companies rankings, the Hay Group surveyed more than 10,000 directors, executives and managers at 345 companies around the world. Each respondent was asked to rank the other companies in his or her industry on nine attributes, and the average of those scores was used to compile the industry lists. Fortune also publishes a ranking of “America’s Most Admired Companies.”

PPG, DuPont, and Akzo Nobel were also ranked in the top ten on the global ranking list of chemical companies.

“The chemical industry is a global business serving global customers so we believe the global ranking is an important reflection on BASF. The Fortune methodology is significant because industry rankings are derived from your competitors within the industry. This is a jury of your peers. Reputation is the cumulative reflection of all aspects of your brand. We are pleased to see that our brand is delivering value globally and in North America and we are committed to building the brand further through our communications and, even more importantly, through the positive customer experiences that we deliver,” explained Donald J. McGrath, vice president of corporate communications for BASF in North America.

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