• Strategy
• Business Sectors
• Organisation
• Corporate Governance
  • Compensation Report
  • Risk Management
  • Information Policy
  • Brand Management
• Sustainability
• History
• Contact

Corporate identity
_The goal of the branding strategy is to ensure that the Galenica Group presents a homogenous Group identity in the market and that the shared identity of the companies making up the Galenica Group is clearly expressed. Two central pillars upon which this is based are the uniformly defined corporate identity and a uniformly defined corporate design. Presenting a uniform corporate design across all Group companies supports the consistent positioning of the Group and its companies.
Nonetheless, due to the diversified nature of business activity within the Galenica Group, individual companies market their products and services under their own names.

The Group’s company brands
_The majority of companies in which Galenica has more than a 50% holding adhere to this strategy and use the common corporate design. New companies are integrated step-by-step in line with a clearly defined process. Important strategic marketing considerations are taken into account when dealing with well established and well known brands. Basic guidelines on corporate design are summarised in two handbooks for staff and external partners and include all areas of application, such as corporate stationery, printed products, company signs, Internet design and gifts for customers. The handbooks are available in printed and electronic form. In  addition, internal training sessions in how to use the Galenica corporate design take place regularly for new employees; the sessions are also open to established employees interested in refreshing or deepening their knowledge.

_In 2009, a new concept was developed for the Galenica Group website. The aim was to better adapt the content structures, services and visual image to current requirements and customer needs, both for the Galenica Group and for all companies which use the Group’s corporate design. Galenica’s new website was launched in March 2010 and was very well received. The websites of the companies will also have been adapted to the new concept in the course of 2011.

Protection of the Group’s company brands
_Galenica systematically fosters and protects its company brands in all countries where it is active.

Product and service brands
_The Group’s company brands are supplemented by the companies’ product and service brands, focusing directly on the customers of individual Group companies: for example, the products of the Pharma business sector, the services of the Logistics business sector, the offers from the Amavita and Sun Store pharmacy formats in the Retail business sector, and the database and software products under information management. The presentation of these products and services is tailored to markets and customers specific to individual companies and, therefore, differs from the Group corporate design. The corporate design and the accompanying communication and marketing measures are defined and implemented by the relevant company.

Protection of product and service brands
_Product and service brands are systematically fostered and protected by the individual companies in the countries where they are marketed.

Links

• Home
• About Galenica
• Corporate Governance
• Brand Management