Bayer rebrands pharma division
pharmafile | November 10, 2010 | News story | Medical Communications, Sales and Marketing | Bayer Healthcare, Bayer cross, Byaer Schering Pharma, Marijn Dekkers, Xarelto, prix galien
The name Bayer Schering Pharma has been consigned to the corporate dustbin as its parent group institutes a branding shake-up.
From now on, all business activity by Bayer’s Berlin-based pharmaceutical arm will be carried out under the name Bayer HealthCare.
“We remain very strongly focused on our pharmaceutical activities in the future and therefore on Berlin,” insists Bayer’s board chairman Marijn Dekkers.
Drugs remain a key part of Bayer’s identity. Only last month, for example, the company’s Factor Xa anticoagulant Xarelto scooped the Best Pharmaceutical Agent award at the prestigious Prix Galien ceremony.
But Bayer Group, based in Leverkusen, wants to strengthen the core name – and its distinctive logo of a cross formed by repeating the name within a circle – and reduce the number of other corporate brands.
“We have thoroughly analysed our brand portfolio and found that the diversity of brands in the Bayer Group has diluted the umbrella brand,” Dekkers explains.
“The Bayer cross enjoys world renown and has an excellent international reputation that we will continue to build on in the future.”
Like Bayer Schering Pharma, the company says other independent brand presences will be gradually discontinued.
These name changes – or ‘strategic realignment of brand portfolio’ in management speak – will even help improve the group’s financial standing, Bayer argues, “further improving the perception and reputation of the company”.
“The association of high-quality product brands with the brand icon ‘Bayer’ creates trust and loyalty and thus improves the company’s competitiveness,” Dekkers says.
“We are sure that the global perception will benefit from our focus on the ‘Bayer’ umbrella brand,” he adds.
Bayer’s reach extends beyond healthcare to take in nutrition and high-tech materials, employing more than 100,000 people overall, and with sales of 31.2 billion euros last year.
Adam Hill
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