Branding Overview

Clear brand hierarchy and aligned branding across the entire portfolio makes navigation easier for our customers and partners and thus increases understanding and comprehension of our portfolio and solution offerings.

About This Guideline

This guideline gives you a detailed overview of:

1. The Clear Direction campaign

2. The Common Look design approach

3. Modular Content Creation

4. Download links to core assets and templates

The Common Look design approach builds upon the Clear Direction campaign andthus allows for more effective customer communication. This complementary approach helps to contribute to the broader Bayer image while strengthening product promotion. As all material across channels becomes aligned and complementary, share of voice can be maximized and enable more effective marketing communication as a result.

Clear brand hierarchy and aligned branding across the entire portfolio makes navigation easier for our customers and partners and thus increases understanding and comprehension of our portfolio and solution offerings.

Our Clear Direction campaign and franchise-focused communication assets that cover more than one single product help shape the perception of Bayer and what we stand for. With our quality products and services, radiology know-how and expertise in a number of disease areas, we support radiologists in achieving the diagnostic confidence they need.

We know that both the company image and our products have a great influence on the purchasing decisions of our customers. With two complementary design approaches, we communicate with one look and feel while highlighting our strengths and differentiating ourselves from the competition with every piece of communication.

Tonality

Bayer in Radiology communicates to healthcare professionals within the radiologyrealm. Our main audience is comprised of one or more of the following role profiles:

• Radiologists
• Technicians
• Administrators

Content pieces either address one specific role or the radiology community more broadly, for example in an industry event setting. For specific targeting, a clearly defined audience is critical in conveying a relevant message and achieving effective storytelling.

Tonality should be consistent across all Bayer in Radiology communications regardless of recipient. It is smart, informed, appreciative and representative of Bayer as an industry leader. Medical and scientific terminology and tonality strengthen credibility and are used where applicable, while language remains otherwise accessible and concise for reader clarity and simpler market transcreation.

We encourage a tonality that links to everyday experiences so benefits can more easily be understood. Ultimately, potential patient outcomes and benefits must also be communicated. This is in line with our purpose, as everyone deserves clear answers about their health.

As an industry leader, we should focus on the challenges our customers are facing and combine this know-how with our commitment to serve these needs. Marketing jargon and buzzwords in general should be avoided and communication should be clear and concise.

Bayer in Radiology Brand Hierarchy