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Teva hatches plans for new global brand

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JERUSALEM, Israel — Teva Pharmaceutical Industries Ltd. has begun an enterprisewide corporate identity program to build a global brand.

Teva said Wednesday that it will introduce and implement the new brand within the company over the next 12 months. The company noted that it plans to unveil the brand to its 43,000 employees worldwide before launching it externally.

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Erez Vigodman, Teva president and CEO

Along with a new identity, the brand will reflect a new vision for Teva, the company said, as it develops a portfolio of products and support services that respond to the emerging needs of patients in today’s fast-changing health care environment.

“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,” stated Erez Vigodman, president and chief executive officer of Teva. “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.”

The world’s largest maker of generic drugs, Teva’s portfolio spans more than 1,000 molecules, with generic products for nearly every therapeutic area. In specialty medicines, the company has a leading position in treatments for disorders of the central nervous system, including pain, as well as a strong portfolio of respiratory products. Last year, Teva’s net revenue totaled $19.7 billion.

Teva noted that the new global brand strategy took root two years ago, when the company sought to leverage the characteristics of its business model, scale and international footprint to make medicines more accessible and help people live better, healthier lives.

“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,” explained Iris Beck Codner, group executive vice president for corporate marketing and communications. “As the industry, health care 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.”


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