Teva Pharmaceutical Industries building in Jerusalem..
(photo credit: MARC ISRAEL SELLEM/THE JERUSALEM POST)
Israel’s largest locally publicly listed company, Teva Pharmaceutical Industries, announced on Wednesday that it is embarking on a global rebranding effort, which it will introduce over the course of the next year.
The effort, Teva said, grew from an effort to “differentiate itself based on the unique characteristics of the company’s business model.”
The effort could change the face of one of Israel’s bestknown brands around the world.
Teva, consistently one of the world’s largest generic pharmaceutical companies, has been involved in major acquisitions in recent years, including the generics division of Allergan last year.
“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,” Teva president and CEO Erez Vigodman said.
The branding effort will begin internally, with the company’s 43,000 employees.
“Only when we are confident that all our employees are aligned around a shared purpose and how that should be reflected in how we think and how we act, will we be ready to externalize our new brand,” said Iris Beck-Codner, the company’s marketing and communications group executive vice president.