Bayer raises its brand profile

The FINANCIAL — 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.