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Bayer goes for brand realignment

Bayer has announced that it intends to make a strategic realignment of its brand portfolio, strengthening the Bayer umbrella brand

Bayer has announced that it intends to make a strategic realignment of its brand portfolio, by greatly strengthening the Bayer umbrella brand and steadily reducing the number of its other corporate brands. As an example, the pharma business will no longer take the name Bayer Schering Pharma but be known only under the Bayer HealthCare brand.

Said Dr Marijn Dekkers, chairman of the board of management: "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."

Dekkers added: "We have thoroughly analysed our brand portfolio and found that the diversity of brands in the Bayer Group has diluted the umbrella brand."

"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."

Bayer says that 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.

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.

8th November 2010

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