Teva Pharmaceutical Industries Ltd. announced that it is embarking on a strategic enterprise-wide corporate identity program to build a global brand. The company plans to launch the brand over the next 12 months. The brand embodies a new promise, vision and identity for Teva and will bring to life the purpose and values the company has instilled in its employees.

Teva plans to introduce the new brand to its 43,000 employees around the world prior to launching the brand externally. “Only when we are confident that all our employees are aligned around a shared purpose and how that should be reflected in how we think and how we act, will we be ready to externalize our new brand,” said Beck Codner, Group executive vice president, corporate marketing and communications, in a company statement.

Source: Teva Pharmaceutical