Organization and Brand Equity

Topics: Merck & Co., Business ethics, Medicine Pages: 5 (1366 words) Published: December 9, 2012
Take your corporate brand or brand of any product/ service that your organization offers. What is the promise of the above brand? Also identify the brand elements and their role in building brand equity. I work for MSD India Pvt Ltd. Merck & Co., Merck Sharp & Dohme, MSD outside the United States and Canada, is one of the largest pharmaceutical companies in the world. Merck headquarters is located in Whitehouse Station, New Jersey. The company was established in 1891 as the United States subsidiary of the German company now known as Merck KGaA. Merck & Co. was confiscated by the US government during World War I and subsequently established as an independent American company. It is currently one of the world's seven largest pharmaceutical companies by market capitalization and revenue. It is "a global research-driven pharmaceutical company" that "discovers, develops, manufactures and markets a broad range of innovative products to improve human health, directly and through its joint ventures". Today Merck employs over 55,000 and produces some of the most well-known pharmaceutical products on the market, including Singulair and Gardasil. The company's intererests range from pharmaceuticals, vaccines and veterinary health to consumer education Throughout the company's history, which spans almost 350 years, Merck has maintained a positive reputation as a trustworthy and ambitious producer of drugs. Due to myriad mergers over the years and the company's longevity, today Merck is one of the top three pharmaceutical companies in the world. Since its existence in India, the company has moved quickly in laying the foundation for a successful business in India; a business that is differentiated by its focus on putting patients first and launching innovative products those are relevant to India. MSD India currently operates in various therapeutic areas including Metabolics, Cardiovascular, Vaccines, Critical Care, Immunology, Virology, Oncology, Women's health, Dermatology, Respiratory, Virology, Muskulotology and Primary Care. Post integration with Schering-Plough, the new MSD India offers a much stronger, diversified and higher value product portfolio of over 75 brands in various therapeutic areas, of which 13 are already category leading products

Merck value system
Our business is preserving and improving human life. It is measured by the success in achieving these goals. We value, above all, our ability to serve everyone who can benefit from the appropriate use of our products and services, thereby providing lasting consumer satisfaction. Ethics and integrity. We are committed to the highest standards of ethics and integrity. We are responsible to our customers, to MSD employees and their families, to the environments we inhabit, and to the societies we serve worldwide. In discharging our responsibilities, we do not take professional or ethical shortcuts. Our interactions with all segments of society must be transparent and reflect the high standards we profess. Innovation and centre of excellence. We are dedicated to the highest level of scientific excellence and commit our research to improving human and animal health and the quality of life. We strive to identify the most critical needs of consumers and customers, and we devote our resources to meeting those needs Patient first.We expect profits, but only from work that satisfies customer needs and benefits humanity. This depends on maintaining a financial position that invites investment in leading-edge research and that makes it possible to effectively deliver the results of that research. Work culture. Our ability to excel depends on the integrity, knowledge, imagination, skill, diversity and teamwork of our employees. To this end, we strive to create an environment of mutual respect, encouragement and teamwork. We also strive to reward commitment and performance and be responsive to the needs of our employees and their families. Leadership and Pioneer in...
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