Bayer to restructure brand portfolio
Bayer Schering Pharma brand to be discontinued
Bayer is to drop the Bayer Schering Pharma name as the German group looks to focus on the ‘umbrella brand’ and steadily reduce the number of its other corporate brands.
The Leverkusen firm said it would clearly structure its brand portfolio, raising its profile and improving its perception and reputation.
Bayer said the independent brand presences of individual units within the subgroups and service companies would be gradually discontinued. For example, Bayer Schering Pharma will in future only be under the Bayer HealthCare brand.
Chairman Marijn Dekkers said: ‘We have thoroughly analysed our brand portfolio and found that the diversity of brands in the Bayer Group has diluted the umbrella brand.’
He added that the firm remains ‘very strongly focused’ on its pharmaceutical activities in the future ‘and therefore on Berlin’, where Bayer Schering Pharma had its headquarters.
‘The association of high-quality product brands with the brand icon ‘Bayer’ creates trust and loyalty and thus improves the company’s competitiveness,’ said Dekkers.