Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 29 September 1997
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Abstract
Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I.
Locations:
Industry:
Size:
Large, 142,900 employees, USD11.5 billion net sales
Other setting(s):
1994-1995
About
Abstract
Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I.
Settings
Locations:
Industry:
Size:
Large, 142,900 employees, USD11.5 billion net sales
Other setting(s):
1994-1995