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Business & Regulation Business Practice, Marketing

The Great Rebrander

This article is part of our special focus on "traditional" pharma: The Small Molecule Manufacturer (read more here). You can find more articles from The Small Manufacturer here.


According to research published by Brand Finance, pharma is the top-ranked industry when it comes to successful rebranding post-M&A – with average returns of 13.8 percent. But what makes the industry so proficient in managing corporate change? The report, which studied acquisitions worth $500 million or more across 25 sectors, attributes pharma’s success to “superior marketing and client networks of larger players.” The report explains that strategic divestment also prompts companies to rebrand. 

Although pharma’s post-takeover rebrands are often successful, they only occur in 31 percent of acquisitions – a figure that may seem small, but still places the medicine making sector ahead of other large industries, including the healthcare (30 percent), telecommunications (29 percent), and oil and gas (25 percent).

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  1. Brand Finance, “ Brand Finance Global Rebrand and Architecture Tracker 2020 (GReAT™) report”, (2020). Available at https://bit.ly/2Y1wE8q 
About the Author
Maryam Mahdi

Deputy Editor

After finishing my degree, I envisioned a career in science communications. However, life took an unexpected turn and I ended up teaching abroad. Though the experience was amazing and I learned a great deal from it, I jumped at the opportunity to work for Texere. I'm excited to see where this new journey takes me!

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