Johnson & Johnson Unites Divisions Under One Brand

Category

Branding

Read Time

3 min

Published

03 May, 2024

Pharmaceutical giant Johnson & Johnson has taken the strategic move to unite two of its business segments under one name – Johnson & Johnson.

With the merge, comes an updated brand identity as the company aims to solidify its standing in the pharmaceutical and healthcare market, appealing more to companies and professionals.

The new identity will take some time to roll out across all of their assets and packaging, but the idea is to move away from being a ‘consumer’ brand and focus more on the medical aspects of their business.

Currently, the company has two divisions: Janssen, which focuses on pharmaceuticals, and Johnson & Johnson MedTech, dedicated to medical technology. The pharmaceutical division is set to undergo a rebranding to become known as Johnson & Johnson Innovative Medicine, while the medical technology segment will continue under its existing name.

By having ‘Johnson & Johnson’ in both versions it brings the segments neatly under one umbrella which facilitates a more cohesive brand strategy and improves brand recognition.

The company claims the refreshed brand identity modernises its appearance whilst continuing to honour its longstanding heritage in the healthcare sector. This update is particularly significant as it coincides with the company’s 100th celebrations in the UK.

According to Roz Bekker, Managing Director of Johnson & Johnson Innovative Medicine UK & Ireland:

Though our name for our pharmaceutical segment may have changed, our ambition hasn’t. Over the past 100 years, our first responsibility has always been to the patients, doctors and nurses that we serve.

Janssen played a crucial role as a manufacturer of Covid-19 vaccines during the pandemic. It also developed a variety of well-known medications addressing everything from mental health issues to everyday health matters.

Johnson & Johnson have been on quite a journey in the last few years, as they’ve had a rethink when it comes to the core focus of the business.

Previously they concentrated on both consumer brands and pharmaceutical, but they’re now consciously leaning into pharmacy and medical technology.

This demonstrates a reduced emphasis on their consumer brands, which many of you are probably familiar with. Last year, Johnson & Johnson sold its consumer healthcare division. Now, Kenvue holds ownership of over-the-counter brands such as Tylenol and Calpol, along with skincare and health care brands including l Aveeno and Clean & Clear.

It’s obvious that they want to be known more in the healthcare industry and to be taken more seriously, hence the move away from the consumer-focused product line.

This decision mirrors actions taken by companies like Sanofi, Pfizer, and GSK, who have also separated their consumer health products to concentrate more on their pharmaceutical lines.

This move is part of a larger trend where companies are refining their brand hierarchies to improve focus and align more closely with business goals. You can read more about brand hierarchies in this blog post!

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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