Teva begins process of building new brand

JERUSALEM — Teva Pharmaceutical Industries announced Wednesday that it was starting the process of building a global brand via a corporate identity program that will span its enterprise. In the next 12 months, the company will introduce and adopt a new brand that it says “embodies a new promise, vision and identity for Teva.”

 

The company said that it is also working on creating a product portfolio focusing on products and support services that have a place in customers’ daily lives. 

 

“With 64 billion health-related Google searches per year, it is clear that people increasingly want to take better control of their own health and wellness, in ways that have not been possible through current offerings," Teva president and CEO Erez Vigodman said. “As the provider of a world-class range of both generic and specialty medicines, and as a company that serves 200 million patients every day, we are in a unique position to meet the evolving needs of our patients, customers and the communities we serve and ultimately help enable better outcomes for health care overall.”

 

Teva said that it would be introducing its new brand to its 43,000 before going public with it in an effort to align it and the employees’ purpose. 

 

“This project is one part of a comprehensive plan that reflects the company's reinvention to be a strong brand with a unique portfolio of products and support services, creating best-in-class, sustainable solutions that help patients manage their overall health,” group EVP marketing and communications Iris Beck Codner said. “As the industry, healthcare systems and people's involvement in their health choices continue to evolve, Teva is working to leverage its unique position to address the emerging needs of patients.”