That both make pharmaceuticals, globally, has to be. . . confusing. The German one, KGaA, though sells quite a bit of "industrial" chemicals as well -- paints, pigments and adhesives, if memory serves -- none of which are among the US Merck's offerings. Still -- it is high time for each to brand more distinctively -- in my opinion.
"Once every century" -- whether it "needs it, or not" -- one ought to do a strategic review of one's brand identity, right!? R-i-I-I--i-i-ight! [And I'd submit that it. . . needs it.]
From the weekend edition (do go read it all) of the Holmes Report then, a relevant bit:
. . . .The Holmes Report understands that. . . [German] Merck [KGaA] wants a PR firm to [among other things] clear up confusion regarding its branding. . . .
While Merck KGaA is based in Germany, the rights to Merck’s name in the US and Canada are owned by Merck & Co, a separate company. . . .
Accordingly, in North America, ‘German Merck’ operates as EMD Millipore. Meanwhile, Merck & Co is known as Merck Sharpe & Dome outside the US and Canada. . . .
We will keep you posted -- this promises to be. . . entertaining.
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