製薬・化学大手の独Bayerは8日、ブランド数を漸次削減し、親ブランドの「Bayer」を強化していく方針を明らかにした。ブランド数が多いと「Bayer」のブランド力が低下すると判断したため。これに伴い、2006年末に買収した製薬大手Scheringのブランド名は廃止される方向だ。ブランドの統廃合が組織構造に影響をもたらすことはないとしている。
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