The name Bayer Schering Pharma will soon be no more as the German group is looking to focus on the "umbrella brand".

The Leverkusen-headquartered group said this morning that its brand portfolio "is to be clearly structured, raising Bayer’s profile and further improving the perception and reputation of the company". As such, the "independent brand presences of individual units within the subgroups and service companies will be gradually discontinued". For example, the pharmaceuticals business will no longer be known as Bayer Schering Pharma but will operate under the Bayer HealthCare brand.

Chairman Marijn Dekkers said "we have thoroughly analysed our brand portfolio and found that the diversity of brands in the Bayer Group has diluted the umbrella brand". He added that the Bayer 'cross' "enjoys world renown and has an excellent international reputation that we will continue to build on in the future".

 He insisted that "we remain very strongly focused on our pharmaceutical activities in the future and therefore on Berlin", where Bayer Schering Pharma had its headquarters. Mr Dekkers went on to say that the association of "high-quality product brands with the brand icon 'Bayer' creates trust and loyalty and thus improves the company’s competitiveness".