India next on Abbott’s global rebranding map
Wednesday, November 5, 2014
In a bid to reach out and engage with consumers more, the $22-billion US healthcare major Abbott is redefining its corporate identity, with India becoming one of the first markets after the US and Brazil where the change is being rolled out. The new corporate identity, “Life. To the Fullest”, was launched here on November 1 by its global chief marketing officer Paul Magill.
The new positioning and efforts to define the brand will support Abbott’s aim to establish itself as a well-known consumer brand that addresses healthcare needs, especially in emerging markets, Magill told TOI in an exclusive interview. India being among the top five market globally, with sales of $950 million was chosen as the third place for the launch, he said.
Emerging markets have become core to driving revenues for consumer goods and pharma companies, and for Abbott, they contribute around 40% of its overall sales.