| GlaxoSmithKline/Europharm
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - GlaxoSmithKline took over Europharm in 2004 - a turning point for the Romanian company and a premise to enhance its brand stature. Strategy - The new brand platform had to relate the three business units to the same vision and values and to convey the change externally. The name, the dominant color and the symbolic “serpent” associated with Europharm were retained. Concurrently, the subtle hint to GSK's “yolk” references the global know-how and innovation. The symbolic heart implied by the logo resonates with the brand promise -- "Wholeheartedly" -- and reveals a company dedicated to people’s well being. Result - This new brand platform achieved the goal. The alignment of the three business units with the same visions and goals is successfully conveyed externally. Credits : Client : GlaxoSmithKline/Europharm - www.gsk.com CEO: Roberto Musneci Head of Business Development: Ioana Enache Group PR Manager (GSK/Europharm): Liana Rusu Marketing Manager Europharm: Cosmin Nicolaescu Brand Consultancy : Brandient - www.brandient.com Brand Consultants: Aneta Bogdan, Mona Ursu Creative Director: Bogdan Dumitrache Art Directors: Bogdan Dumitrache, Cristian "Kit" Paul Illustrator: Radu Oltean Copywriter: Cristina Sabau. [back] |
