Bayer raises its brand profile
Strategic realignment of brand portfolio
Focus on umbrella brand and product brands to create value / Independent brand presences of Bayer Schering Pharma* and other units to be discontinued
Leverkusen, – The Bayer Group plans to greatly strengthen the “Bayer” umbrella brand and steadily reduce the number of its other corporate brands. “We have thoroughly analyzed our brand portfolio and found that the diversity of brands in the Bayer Group has diluted the umbrella brand,” explained Dr. Marijn Dekkers, Chairman of the Board of Management. "Our goal is to significantly increase the value of our brand portfolio by concentrating on the umbrella brand and our product brands. The Bayer cross enjoys world renown and has an excellent international reputation that we will continue to build on in the future.”
The brand portfolio is to be clearly structured, raising Bayer’s profile and further improving the perception and reputation of the company. The independent brand presences of individual units within the subgroups and service companies will be gradually discontinued. For example, the pharmaceuticals business will no longer be conducted under the name “Bayer Schering Pharma*” but only under the “Bayer HealthCare” brand. “We remain very strongly focused on our pharmaceutical activities in the future and therefore on Berlin. But we are sure that the global perception will benefit from our focus on the “Bayer” umbrella brand,” said Dekkers.
The new branding strategy is also designed to accelerate and enhance the recognition of Bayer products. “The association of high-quality product brands with the brand icon “Bayer” creates trust and loyalty and thus improves the company’s competitiveness,” Dekkers commented.
Bayer: Science For A Better Life
Bayer is a global enterprise with core competencies in the fields of health care, nutrition and high-tech materials. The company’s products and services are designed to benefit people and improve their quality of life. At the same time Bayer creates value through innovation, growth and high earning power. The Group is committed to the principles of sustainable development and to its role as a socially and ethically responsible corporate citizen. Economy, ecology and social responsibility are corporate policy objectives of equal rank. In fiscal 2009, Bayer employed 108,400 people and had sales of €31.2 billion. Capital expenditures amounted to €1.7 billion, R&D expenses to €2.7 billion.
* The name “Bayer Schering Pharma” as used in this news release refers to Bayer Schering Pharma AG, Berlin, Germany.
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