Bayer Schering Pharma brandname to be retired

Bayer has announced that it is to bring its Bayer Schering Pharma division under the Bayer HealthCare brandname as a part of a move to raise its corporate profile.

The Bayer Schering Pharma name is to be retired as the company looks to discontinue independent brand presences within the group, a move which it believes will "greatly strengthen" the Bayer umbrella brand.

Dr Marijn Dekkers, chairman of the organisation's board of management, stated that the initiative will help to enhance the recognition of Bayer products, create improved trust and loyalty for the brand and bolster Bayer's global competitiveness.

He added that the company remains as committed as ever to its pharmaceutical business, while suggesting it will benefit in terms of worldwide perception as a result of the rebranding.

"The Bayer cross enjoys world renown and has an excellent international reputation that we will continue to build on in the future," Dr Dekkers explained.

Last month, it was reported that Bayer HeathCare generated 8.6 billion euros (7.2 billion pounds) in sales during the third quarter of 2010, representing a year-on-year growth of 8.6 percent.