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09 Bayer

Position: #09

Brand: Bayer
Brand value: 6'276 Mio. EUR
Brand value change compared to last year: +12%
Ranking change compared to last year: +1

Bayer is one of the world’s leading chemical and pharmaceutical companies, with an eventful history spanning more than 150 years. Over the past year, the brand climbed one place in the ranking and increased its value by 12%. Bayer successfully launched a new global employer brand in 2014, implementing LIFE (Leadership, Integrity, Flexibility, Efficiency) values as a consistent benchmark for performance around the world. The company also acquired Merck’s consumer care care business in 2014, which has dramatically helped Bayer respond to market changes. The announced spin-off of its MaterialScience division in 2015/16 further reinforces this stronger focus on life sciences. Reader’s Digest magazine named Bayer’s flagship Aspirin the most trusted analgesic brand in 2014, and a Patientview ranking on pharma companies also recognized Bayer as a “Shining Star” in patient-centeredness last year. These accolades all reinforce the company’s mission, “Science For A Better Life," which is communicated and visualized across all touch points. Bayer is effectively building a strong, authentic brand image, as shown in the company’s efforts to overcome the challenges of today’s world, improve quality of life, and meet social and ethical responsibilities. Ongoing increases in R&D spending reflect Bayer’s culture of innovation.

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