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American Home Products becomes Wyeth

Wyeth, the $15 billion pharmaceutical company, is the maker of many well-known prescription drugs as well as consumer brands such as Advil®, Centrum®, and Chap Stick®. Formerly known as American Home Products, the company chose Brandlogic to implement a new identity worldwide when it changed its name to Wyeth in March 2002.

The company's goal was to have the new company's brand in use on day one when the name officially changed. Within a four-month period, Brandlogic created identity guidelines and an employee brand Web site, and created and installed worldwide signage and personalized, automated stationery templates. (See case study.)

"We are changing our name to reflect an important transition in the Company's history," said Wyeth's president and chief executive officer. "Over the years, we have strategically evolved from a holding company with diversified businesses to a world leader in research-based pharmaceutical products."