13 Version 1.2 December 11, 2009 Pfizer’s functions, divisions, programs, and products form eight layers that serve as the foundation of the architecture system. A masterbrand strategy requires that a single brand—Pfizer—play an important role in all eight layers. Entities must link to the Pfizer masterbrand by communicating within a standard visual and signature system. Entities toward the top of this structure are centralized corporate functions and indicators of the organizational structure, and should only use the Pfizer visual identity system. Their names are not locked up with the Pfizer logo. Entities closer to the bottom require more flexibility to communicate with specific audience groups. These entities have more flexibility with the visual system, and use the Pfizer logo somewhere on the page. 2 Enabling Functions 1 Pfizer Masterbrand 3 Divisions 6 Business Units 4 Internal Programs and Initiatives 5 External Programs and Initiatives 7 Business Units Programs and Initiatives 8 Products and Product Marketing The Pfizer brand architecture Pfizer Branding Guidelines / strategy and messagin / Brand architecture General users c ommunications Professionals design agencies