From Zero to Hero. After a radical rebranding in 2015 Merck established a wholistic brand management within the company steering all important dimensions of a brand. This included the companys first ever brand positioning and brand campaign, internal engagement activities as well as the establishment of a brand management team providing digital tools to support cost efficiency and global day-to-day support.
Statement of the jury
When Merck dared to re-launch the brand almost five years ago, they were faced with a momentous challenge, since the new strategy had to be communicated not only externally, but also internally. Today, we can see that this goal has been achieved brilliantly. The brand enjoys extremely high recognition and has positioned itself clearly and distinctively with regard to the brand core innovation, with employees worldwide truly living the strategy.