CORPORATE BRANDING
What is corporate branding?
It covers every touchpoint where stakeholders engage with the company, ensuring a consistent and credible image across all channels. More than just products or services, corporate branding expresses the company's ethos, market positioning, and long-term vision.
The power of corporate branding
Corporate branding plays a vital role in establishing trust, setting a company apart from its competitors, and cultivating long-term customer loyalty.
A strong brand not only boosts credibility but also attracts top talent and enhances business value by presenting a cohesive and compelling identity that resonates with all stakeholders.
Brand architecture is the organisational framework a company uses to structure its brands. The brand architecture model of Schwabe is “house of brands” with strong, independent product brands – only using the corporate brand on endorsement level.
For creating new Schwabe named corporate companies, there are specific rules to follow for generating the company name.
The company name must consist of the following elements in the follwoing order:
- Brand name “Schwabe”
- Term “Pharma” (optional, may be translated into country language)
- Country name in country language
- Strapline “From Nature. For Health.” (optional, may not be translated (always in English))
Additional specifications:
- Legal forms (e.g. Ltd., GmbH) may only be added if there is a legal obligation to do so
- If the strapline “From Nature. For Health.” is used, it may not be translated
- Already existing companies do not have to change anything. However, they can adapt their company name to the new requirements if they wish.
Logo system (schematic logo):
Do
- Translation in a text (e.g. “el Grupo Schwabe”) is allowed
Don’t
- “Schwabe Group” in the logo may not be translated
Whether the Schwabe corporate brand acts as a strong or weak endorser depends on the respective target group:
Strong endorsement:
multipliers / HCPs (B2B)
Schwabe as the originator of a wide range of naturally effective pharmaceuticals and health products is clearly in focus.
Our aim: to become company of first choice
Company of first choice strategy (B2B)
The development of the strategy how Schwabe becomes a company of first choice with multipliers / HCPs is the responsibility of each individual country
Weak endorsement:
consumers (B2C)
For our strong, independent product brands we only use the corporate brand on endorsement level. The particular product brand is clearly in focus.
The Schwabe corporate brand is only integrated in the product design in form of the Quality Seal or the Schwabe Flag. This strengthens the corporate brand and supports trust in the product brand at the same time.
Our aim: to build trust