A strong brand undergoes a rebranding to form an even stronger corporate identity
Endo Health Solutions (NasdaqGS: ENDP) repositioned their brand to reflect a diversification strategy. Their rebranding included a new name (from Endo Pharmaceuticals to Endo Health Solutions) and accompanying brand standards to support recently acquired brands.
The rebranding process included vision, mission and values development, a new logo and visual identity, and an integrated messaging platform with segmented content for each division of the company. The process included management and customer interviews, positioning and visual identity workshops with key management team members, qualitative positioning research, and an extensive internal and external roll-out, including documentation of messaging and visual standards.