Pfizer – Wyeth Merger
On January 25th, Pfizer leapfrogged over the tradition of buying smaller research companies to purchase Wyeth for 68 billion dollars. With their forces combined, Pfizer/Wyeth becomes the 4th largest US-based company; Exxon, Walmart, and Proctor & Gamble hold the top three spots. The merger process can be complicated and delicate to finagle on the finance end but the branding or re-branding process should be approached with just as much care.
During a re-branding of this size it is important to approach the naming process with an open mind; having the larger company name always win out over the smaller company name might not always be the best choice for company morale or client impressions. The four naming options, as I see them are:
Read more