Is this goodbye for Beechams?

The merger between pharmaceutical giants SmithKline Beecham and Glaxo Wellcome poses yet another pretty naming problem. Surely the new company’s own choice – Glaxo SmithKline – is a stopgap.

It presumably must be the case that the loss of both Beecham and Wellcome will not be the final nail in their coffins, and that their brand equity will be reflected in a carefully constructed strategy which optimises their undoubted values – and I don’t mean just the remedies labelled as Beechams.

Also, if a new name is ever introduced, I hope it isn’t another Aventis, or Avensis (or was it Invensys?)

Chris Ludlow

Henrion, Ludlow & Schmidt

London SW1

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