Astellas wanted to grow beyond its Japanese heritage and establish itself as a global pharmaceutical player. To increase its reach, the company needed to understand the perceptions around the corporate brand globally and then begin to use this information to communicate a consistent story about the company to key stakeholders.
InterbrandHealth conducted global quantitative research with key internal and external stakeholders to measure perceptions of the Astellas brand and its competitors. Using Brand Strength, InterbrandHealth was able to measure what mattered most to key targets and how Astellas was performing in these areas relative to competitors. The analysis also allowed us to prioritize key themes that Astellas could credibly convey to the market through the new corporate communications platform.
InterbrandHealth used Brand Strength to identify key attributes of importance for a diverse set of stakeholders for the brand to create a customized, global communications platform for Astellas. The communications platform highlights themes that matter most to these stakeholders and specific proofpoints that provide credibility to the story.
Astellas is rolling out the new global communications plan, allowing the company to establish a consistent corporate brand story, personality, and voice.