The Bayer brand has a special charisma and is among the most famous worldwide. Around the globe, the name “Bayer” stands for innovative, high-quality products. At the same time, our brand symbolizes trust and reliability and therefore makes the company more competitive. That is why we are further raising our brand profile by using our umbrella brand even more systematically and effectively.
The Bayer Cross enjoys a very good reputation internationally. We firmly believe that our brand architecture can also help to increase the brand’s value over the long term. Following a detailed analysis, we have therefore optimized our brand portfolio. We plan to steadily reduce the number of brands used by Bayer Group companies in the future. This will strengthen our umbrella brand and improve people’s perception of it. Bayer products will also be more quickly and more clearly recognized as a result.
Individual units of the subgroups and service companies will no longer have independent brand presences. For example, the pharmaceuticals business will in future be conducted under the “Bayer HealthCare Pharmaceuticals” brand instead of “Bayer Schering Pharma.”
We will also make greater use of the Bayer brand in the future in our search for highly qualified people, making our company even more attractive to potential new employees. And our approximately 111,000 employees worldwide will be even more convincing brand messengers.
In this way the value-creating potential of the Bayer Cross will increasingly benefit stockholders, customers and employees and enhance brand strength, brand value and Bayer’s competitiveness.