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Bayer may rebrand Monsanto to ‘get beyond the reputation thing’

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German pharmaceuticals giant Bayer, which last week agreed to acquire GMO maker Monsanto, may get rid of the US company’s brand name to improve the firm’s reputation.

Bloomberg article titled, ‘Heroin, Nazis, and Agent Orange: Inside the $66 Billion Merger of the Year,’ didn’t help.

People familiar with internal discussions at Bayer said the aspirin inventor is considering the name change to avoid sullying its reputation. They also said no decision has been made yet, and Bayer’s managers could have some time to think it over.

Following the purchase agreement, Bayer CEO Werner Baumann said there’s an opportunity for the companies to jointly “get beyond this image and reputation thing” by building on the trust Bayer enjoys in Europe. In May the drug maker was named the world’s most reputable pharmaceutical brand by the Reputation Institute. – READ MORE

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