12 Version 1.2 December 11, 2009 Pfizer enforces a masterbrand strategy to build the Pfizer brand. The chart illustrates the cyclical nature of the pharmaceutical business and that, over time, the only constant is the Pfizer brand. Product brands have significant life spans, but eventually their patents expire, and the Pfizer brand helps to take the product forward. The Pfizer brand carries more weight from the beginning for nonbranded generics. Divisions and business units might have a long life cycle, but they also retire as the marketplace changes. Therefore, all elements need to work together to enhance the value of the Pfizer masterbrand. This strategy will benefit the organization overall as the brand value will extend to all supported elements in the long run. The following pages explain the relationships among the entities within Pfizer. Functions, divisions, programs, and products all help tell the Pfizer story and have clearly defined relationships to the Pfizer brand. As a result, Pfizer receives credit for the contributions these groups are making to building healthcare around the world. Masterbrand strategy Pfizer Branding Guidelines / strategy and messagin / Brand architecture Brand Equity Pfizer m aster brand d ivisions Time Products Business u nits General users c ommunications Professionals design agencies