{"id":22190,"date":"2015-10-14T15:02:55","date_gmt":"2015-10-14T13:02:55","guid":{"rendered":"http:\/\/www.fedaiisf.it\/?p=22190"},"modified":"2015-10-16T18:39:20","modified_gmt":"2015-10-16T16:39:20","slug":"farmaceutica-merck-annuncia-un-rebranding-globale","status":"publish","type":"post","link":"https:\/\/www.fedaiisf.it\/en\/farmaceutica-merck-annuncia-un-rebranding-globale\/","title":{"rendered":"Pharmaceuticals: Merck announces global rebranding"},"content":{"rendered":"

New global brand for the German group\u00a0Merck<\/strong>. The group will operate uniformly internationally under the new Merck logo, with the exception of the United States and Canada where the company will continue to use the EMD Serono name, EMD Performance Materials and EMD Millipore. CEO Karl-Ludwig Kley: \u201cWe have evolved into a global technology company\u201d.<\/em><\/p>\n

14 October 2015 \u2013 by Aboutpharma Online editorial staff<\/span><\/a><\/p>\n

\"Logo-merck-nuovo\"New global brand for the German group\u00a0Merck<\/strong>. The company today announced an overhaul of its branding and the introduction of a new logo to reflect its evolution into a global science and technology company. The group will operate uniformly internationally as Merck, eliminating the individual brands of the Merck Serono and Merck Millipore divisions: the current Merck Serono will be Merck's biopharmaceutical business while Merck Millipore will become Merck's life sciences business. The only exceptions are the United States and Canada where the company will continue to use the name EMD Serono<\/strong> in the biopharmaceutical area, EMD Performance Materials<\/strong> in the field of high-tech materials ed EMD Millipore<\/strong> in the life sciences sector, until the completion of the already planned acquisition of Sigma Aldrich. The investment in the new brand - explains the company in a note - is part of the strategic transformation and growth program "Fit for 2018<\/strong>\u201d \u201cfocused on innovative and technology-based activities, and also on the modernization and expansion of the headquarters in Darmstadt, Germany\u201d.<\/p>\n

\"\"\u201cMerck has changed dramatically over the past decade,\u201d he explains Karl-Ludwig Kley<\/strong>, chairman of the executive board and CEO. \u201cFrom a traditional supplier of pharmaceuticals and chemicals, we have evolved into a global technology company. Thanks to the unique combination of highly specialized activities in the biopharmaceutical, life sciences and materials sectors, today we can offer solutions capable of responding to global trends in healthcare and digitalization. The radical overhaul of our brand identity is aimed at communicating this new direction to our customers, partners and potential employees. We want to be recognizable and remain visible like Merck in the world, in order to further strengthen our prestigious brand. To that end, we got rid of the outdated aspects to focus on a youthful and captivating image.\u201d<\/p>\n

\"\"Great attention is paid in the new logo to the initial letter, "M" marked and colored, to indicate that the activities and products belong to the Merck Group, regardless of the names or the regions in which the company operates. In repositioning the brand, Merck was supported by FutureBrand<\/a>, a specialist branding agency that worked on the 2012 London Olympics and also counts companies such as Bentley and Nespresso among their clients.<\/p>\n

Related news:\u00a0Merck Brand Relaunched<\/span><\/a><\/p>\n

Welcome to the new Merck brand<\/span><\/a><\/p>\n

A Tale of Two Mercks: A Confusion Over a Shared Brand<\/a><\/span><\/p>\n

Rome, Health: Merck Serono opens the doors of the Guidonia plant<\/span><\/a><\/p>","protected":false},"excerpt":{"rendered":"

Nuovo brand globale per il gruppo tedesco\u00a0Merck.\u00a0Il gruppo operer\u00e0 uniformemente a livello internazionale con il nuovo logo Merck, ad eccezione degli Stati Uniti e del Canada dove l’azienda continuer\u00e0 a usare il nome di EMD Serono, EMD Performance Materialsed EMD Millipore. Il ceo Karl-Ludwig Kley: “Ci siamo evoluti in un\u2019azienda tecnologica globale”. 14 ottobre 2015 …<\/p>","protected":false},"author":4,"featured_media":22194,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-22190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-notizie"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/posts\/22190","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/comments?post=22190"}],"version-history":[{"count":0,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/posts\/22190\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/media\/22194"}],"wp:attachment":[{"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/media?parent=22190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/categories?post=22190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fedaiisf.it\/en\/wp-json\/wp\/v2\/tags?post=22190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}