11 Version 1.2 December 11, 2009 Brand architecture helps define an organization by rationalizing how businesses and products are communicated—it is not an organizational strategy. An architecture strategy is essential in communicating our breadth and depth of offerings, as well as clarifying the relationship between various entities. It defines the relationships of tangible assets: • Trademarks • Names • Graphic identities • Taglines the benefits of a defined brand architecture The Pfizer architecture should: • Create clarity • Drive long-term shareholder value • Establish Pfizer as a leader in healthcare • Generate cost savings • Support market-focused branding • Reinforce the vision of “One Pfizer” It should help customers find exactly what they are looking for. Through a clear set of rules and an accompanying signature system, we can protect and promote the equity of the Pfizer identity. What is brand architecture? Pfizer Branding Guidelines / strategy and messagin / Brand architecture General users c ommunications Professionals design agencies